NEW YORK (PRWEB) December 3, 2007

    Produced pro bono by BBDO, the debut of the public service announcements coincides with the NYU Child Study Center’s 10th anniversary and the relaunch of www.AboutOurKids.org as a nationwide resource for parents, educators, physicians and mental health professionals.

“Twelve million American children and adolescents face daily battles with psychiatric disorders, yet childhood mental illness remains stigmatized, under-diagnosed and under-treated,” says Dr. Harold S. Koplewicz, founder and director of the NYU Child Study Center, which is dedicated to preventing, identifying and treating childhood psychiatric and learning disorders.

“Left untreated, these illnesses can hold children hostage. That’s why we’ve chosen to deliver our message in the form of a ransom note,” says John Osborn, President and CEO of BBDO New York. “We hope the campaign will act as a wake-up call to families, educators and healthcare professionals, and spark dialogue so children can get the help they need.”

The umbrella ad for the campaign says 12 million kids are held hostage by a psychiatric disorder. Help a child at www.AboutOurKids.org. Each of the six other ads addresses a specific disorder: ADHD, Asperger’s Syndrome, autism, bulimia, depression and obsessive compulsive disorder. Each ad is in the form of a ransom note signed by the disorder with the tag line “Don’t let a psychiatric disorder take your child.” The notes are as follows (please visit “Ransom Notes” to see all the ads):

— We have your son. We will make sure he will no longer be able to care for himself or interact socially as long as he lives. This is only the beginning…Autism.

— We are in possession of your son. We are making him squirm and fidget until he is a detriment to himself and those around him. Ignore this and your kid will pay…ADHD

— We have your son. We are destroying his ability for social interaction and driving him into a life of complete isolation. It’s up to you now…Asperger’s Syndrome

— We have your daughter. We are forcing her to throw up after every meal she eats. It’s only going to get worse…Bulimia

— We have taken your son. We have imprisoned him in a maze of darkness with no hope of ever getting out. Do nothing and see what happens…Depression

— We have your daughter. We are making her wash her hands until they are raw, everyday. This is only the beginning…OCD

According to Dr. Koplewicz, children with untreated psychiatric disorders are at higher risk for academic failure, school dropout, substance abuse, suicide, unemployment, and imprisonment. The statistics are grim: suicide is the third leading cause of death among young people ages 15 to 24; serious emotional problems affect one out of 10 young people, but an estimated two-thirds don’t get the help they need; fewer than 10% of 80,000 public schools in the United States have comprehensive mental health services.

This campaign represents the third pro bono effort by BBDO for the NYU Child Study Center. BBDO earlier gave the organization its tagline “Giving Children Back their Childhood.”

The new campaign will run on 11 billboards in December, 200 kiosks from December through the end of March, and in newspapers, magazines and on-line through the first quarter 2008 and then move into five major markets.

Free kiosk and billboard space was donated by Van Wagner. Other participants in the pro bono campaign include New York Magazine, Newsweek, Parents, Education Update and Mental Health News. The initial launch is expected to net over 700 million impressions over the next four months.

Founded in 1997, the New York University Child Study Center is the nation’s premier organization for advancing the prevention, identification, and treatment of child and adolescent psychiatric and learning disorders through scientific practice, research, and education. Last year children and families from 41 states and 26 countries around the world were evaluated and treated by the clinicians and faculty at the NYU Child Study Center. It is dedicated to giving children back their childhood and eliminating the stigma of being or having a child with a psychiatric disorder. To learn more, visit www.AboutOurKids.org .

1. Individuals suffering from anorexia are easy to identify.

There are certain identifying factors in the case of anorexia; the most notable is that of extreme thinness. If the disease is advanced, in addition to emaciation, the individual will have very dry skin, thinning, brittle hair and bluish fingertips. However, every one who is skinny is not necessarily sick. Thinness can be an inherited body type or an individual may have certain medical issues that cause them to be unusually thin.

2. Physicians and other healthcare professionals can be relied on to discover and diagnose anorexia.

Although we might want to believe that this condition will always be picked up by a health care professional, that is not always the case. Physicians have many people they must see in a day, and the truth is, not everyone in the medical field has been thoroughly trained or educated in the area of eating disorders; therefore, they might not recognize the symptoms of anorexia or even think to inquire about the behaviors. What’s more, even if asked, people with anorexia may not respond honestly. By and large, those who have eating disorders will lie about them, primarily because they do not want to be “found out” and be required to give up the behavior.

3. Parents are the cause of their child’s eating disorder.

No, they are not. Just as it is with so many addictions and disorders, many factors contribute to the development of anorexia. These are issues such as peer pressure, perfectionism, trauma, low self esteem, and certainly the influence of media in today’s culture. Simply pick up a fashion magazine or flip on a popular television program. What do you see? Beautiful and often impossibly thin females. Though parents, indeed, any family member can play a role in the development of anorexia, modern advertising and media are probably far more responsible.

4. Eating disorders affect only those who are wealthy or are celebrities.

Many years ago, this myth had some validity. Now, that statement could not be farther from the truth. Today, a full ten million Americans struggle with eating disorders. What’s more, anorexia is an equal-opportunity disorder, meaning it is found in every culture, ethnicity, religion and socio-economic group. Certainly, celebrities with eating disorders often show up in the headlines, but for every star you read about, thousands of women and girls across America are suffering in silence.

5. A person who eats regularly does not have anorexia.

Yet again, this may not be true. Remember, deception is a key aspect of the disorder; often, a woman or girl really does not want to be discovered. Therefore, those struggling with anorexia will play with their food, push it around on their plate, hide pieces in a napkin, secretly feed it to the dog, etc. Even parents leave the dinner table believing that food has truly been consumed.

6. “I obviously don’t have anorexia”.

People often say what they believe others want to hear; this is especially true when an individual has anorexia. Indeed, a person struggling with this disease might truly believe they are not afflicted. Regardless of motivation, mere words do not make reality. People with eating disorders can be unaware that they have an eating disorder or go to lengths to hide it, so their denial in words may not be true.

7. Fat-free food is healthy.

A single fat-free food is neither healthy nor unhealthy. But a very low-fat or fat-free diet is definitely unhealthy. Fat is an important and necessary aspect of a balanced meal plan. It is required for the body and brain to function well. In fact, daily healthy eating should include 25% to 35% of calories from fat.

8. Low carb diets are healthy.

Any diet that severely limits or negates an entire food group, emphasizes excessive consumption of only one or two foods, or advocates very high or very low calorie intake is by definition, unhealthy. All foods are acceptable and fit into a healthy diet. Healthy eating is guided by balance, variety, and moderation. Anything else is a form of extremism that will harm the human body.

9. A “natural” diet pill is a “safe” diet pill.

Far too often the public equates “natural” with “healthy and safe.” Indeed, the word natural is frequently used in a highly misleading fashion. Advertisements often distort the truth about the results diet pills or supplements will provide if taken. Considering that the leading predictor of a future eating disorder is dieting, the very practice of dieting itself, with or without diet pills, can lead to anorexia, and should be avoided.

10. Laxatives prevent the absorption of calories.

Laxative abuse is a common practice among many who suffer from eating disorders. They believe that by artificially rushing food through their bodies by using laxatives they can avoid intake of the calories they are eating. This is a medical myth. Laxatives work in the colon, where no absorption of calories takes place. The use/abuse of laxatives only depletes the body’s store of fluids, so any weight loss experienced is due to dehydration. Not only does this practice fail to produce the desired effect, laxative abuse can permanently damage the body and its ability to function. In the short run, laxative abuse can lead to extreme dehydration, electrolyte imbalances, and additional medical complications. In the long run, excessive laxative use can cause the colon to permanently shut down, which means the person must undergo a colostomy.

11. Exercise is good – you can never overdo a good thing.

Exercise is good for most people. However, you can overdo a good thing, especially if anorexia is part of the equation. In fact, exercise bulimia and anorexia athletic–conditions in which individuals purge calories through extreme exercise–are common in the US today. Excessive exercise can potentially lead to stress fractures of the bone, chronic pain, curvature of the spine, osteopenia or osteoporosis, loss of menstrual cycle, and even sudden death.

12. People with eating disorders are vain.

Although some people with anorexia want to look like supermodels, for most people with this disease, nothing could be farther from the truth. Far from flaunting their appearance, they are often disgusted by their bodies. Indeed, even those who started off wanting to be supermodel-thin, end up behaving similarly and hiding their bodies. Once they become skinny to the point of emaciation, people look at them as though they are sick and alien, so they often hide behind huge, over-sized clothes. This ultimately suggests anything but vanity.

13. An eating disorder is a temporary way to lose weight.

An eating disorder is not a diet; it is a disease. Yet it can start with dieting. Anorexia can rapidly get out of control due to chemical changes it produces in the body. So, what started as a way to get control of one’s eating can in no time take over the person’s entire life. Many people with eating disorders become addicted to the behavior and feel trapped. Even when they know that their anorexia may permanently damage their health and/or result in death, they are unable to stop.

For additional information about anorexia or other eating disorders, please call Remuda Programs for Eating Disorders at 1-800-445-1900 today.

Anorexia, perhaps the most devastating of these diseases, is characterized by self-starvation. People suffering from this disorder literally starve themselves to a state of severe emaciation, and even, death. Although anorexia revolves around food and eating, it is actually a psychiatric illness, not unlike depression or anxiety. As such, professional care is usually required to break the negative behaviors and addiction. Outpatient therapy is usually the first approach to treatment. For the best possible outcome, a woman or girl needs a treatment team. This includes: a primary care physician who can initially assess her medical condition, then monitor her progress; a nutritionist or dietitian who can help her with diet and weight gain; and a therapist who can help her understand the roots of the anorexia and learn new ways to cope with stress and problems in her life. If needed, a psychiatrist, support group or family therapist can be added to the team.

For approximately 70% of eating disorder patients, this treatment proves effective. However, for the other 30%, a higher level of care at an inpatient center is required. This means the patient must live at a residential treatment facility for an extended period of time. In terms of treatment, the American Psychiatric Association has suggested certain guidelines. These include a team approach to therapy, family involvement and treatment of the “whole” person, not just the eating disorder.

Remember, anorexia is an extremely serious disease. Therefore, if you have a friend or family member who may be struggling with anorexia, please get help. Contact Remuda Ranch Programs at 1-800-445-1900.