This advertisement / installation came to our attention via social media this morning.
It turns out that the ingenious board that encourages you to "shed your weight problem" by binning your fashion mags has been installed at a bus stop in the heart of Toronto by Canada's National Eating Disorder Information Centre.
The group is currently undertaking a campaign to get "fashion leaders and marketers all over the world" to "cast responsibly and retouch minimally".
Their message to the fashion industry is this:
"Your ads and fashion spreads are an inspiration to many girls and women. We look at your ultra thin models and think - if I'm skinny, I'll be perfect just like her. This sort of intense media pressure to be thin helps drive 27% of teenage girls in Canada to fast, binge and purge, and over half of all Canadian women to diet. We don't mean to preach or point fingers. All we ask is that you think before you cast and that you consider inspiring us with a look that's both beautiful and attainable."
As well as the bus stop installation that have sent fashion folk this jumpsuit:
And this greeting card:
More info on the campaign can be found over at the nedic website.