Reframing the narrative from "disorder" to "recovery"
Eating Recovery Center is the largest network of eating disorder treatment centers in the US.
ERC was best in class, but they were not well known as a brand. Krupp was engaged to create a compelling brand narrative and secure national awareness showcasing ERC as a true market leader.
Strategy:
Krupp identified the opportunity for ERC to base its message around recovery, as opposed to disorder.
We drove consumer awareness and showcased ERC’s leadership by leveraging their experts and alumni.
An influencer campaign and landmark event, “Eating Recovery Day” reinforced ERC’s expertise and ignited mass awareness. The inaugural event was hosted by Candace Cameron Bure, a popular actress and TV personality who had previously gone public with her own eating disorder.
Results:
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