WHEN THE GYM CLOSED
Muscle dysmorphia is a mental disorder causing people to have a perceived lack of muscularity, leading to compulsive exercising. In this campaign, the BODY Charity teamed up with Planet Fitness to help raise awareness for men suffering from the forgotten eating disorder, muscle dysmorphia, by closing all Planet Fitness gyms for one day. In turn, members are encouraged to do things they are passionate about and spend time with their loved ones. These advertisements were approached in a simple way to convey the message of the campaign through clean typography and minimal illustrations.