@impact
Instagram · Carousel
@impact It’s rare that men feel comfortable enough to voice their experience with an eating disorder. But their stories are needed to stop the stigma around mental illness, and to encourage more men not to feel shame in asking for help. If you or someone you know might be suffering from an eating disorder, you can reach the ANAD National Helpline at 1 (888)-375-7767. ✍️ Words by @austinashburn4 🖌️ Design by @anukivv
Performance
Video #38442 · Carousel
[01]
This is a composite graphic designed for social media that features a large photo of actor KJ Apa and smaller photos of Elton John, Zayn Malik, Jordan Fisher, and Ed Sheeran. The image includes a prominent headline and content warning, aiming to raise awareness and destigmatize eating disorders among men by highlighting celebrities who have shared their struggles.
[02]
[03]
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1M8.5×Comedic ASMR birthday gift skit@robmac · Skit[04]
[05]
What stops the scroll in the first 3 seconds
Title hook · 55%
KJ Apa and other celebs are destigmatizing eating disorders in men
Verbal hook · 35%
It’s rare that men feel comfortable enough to voice their experience with an eating disorder.
Visual hook · 10%
A large, high-quality close-up portrait of celebrity KJ Apa serves as the central focal point, surrounded by a collage of other recognizable famous faces (Elton John, Zayn Malik, etc.), creating immediate human interest and curiosity.
[07]
The promise the opener makes, and how the video pays it back
Hook
The hook is a multi-layered visual and textual statement. It combines a large, central 'hero' image with a collage of smaller 'supporting' images to instantly establish the scope of the topic. This is paired with a bold headline that states the carousel's core thesis, creating an information-dense and compelling reason to stop scrolling.
Payoff
The payoff is not on this slide. The entire slide is designed as a 'promise of payoff,' compelling the user to swipe to get the full story, see the details behind each person in the montage, and understand the 'why' behind the sub-headline.
[08]
The structural pattern this video runs on
Framework
The Anchor & Chorus
To establish a broad, significant trend by anchoring it to a single, relatable example (The Anchor) and then immediately reinforcing it with a visual montage of other examples (The Chorus). This combination of a specific entry point and broad evidence on the first slide creates immediate authority and intrigue.
The Visual Anchor
A large, high-quality image of a single person or subject that serves as the primary emotional entry point for the topic.
The Evidence Montage
A collection of smaller, inset images that visually prove the headline's claim that the issue is broader than the single anchor subject. Each inset is clearly labeled for credibility.
The Declarative Headline
A bold, clear statement that summarizes the entire carousel's argument or story. It connects the anchor subject to the broader group shown in the montage.
The Curiosity Gap Sub-headline
A short, provocative sentence below the main headline that challenges a reader's assumption or presents a surprising fact, compelling them to swipe to learn more.
The Contextual Flag
A small, often brightly colored banner (e.g., 'Content Warning,' 'New Report') that sets the tone and prepares the audience for the subject matter.
It’s rare that men feel comfortable enough to voice their experience with an eating disorder. But their stories are needed to stop the stigma around mental illness, and to encourage more men not to feel shame in asking for help. If you or someone you know might be suffering from an eating disorder, you can reach the ANAD National Helpline at 1 (888)-375-7767. ✍️ Words by @austinashburn4 🖌️ Design by @anukivv
branding · photo_0
impact
contextual · photo_0
KJ APA PHOTO VIA @KJAPA/INSTAGRAM
contextual · photo_0
ELTON JOHN PHOTO VIA @ELTONJOHN/INSTAGRAM
contextual · photo_0
ZAYN MALIK PHOTO VIA @ZAYN/INSTAGRAM
contextual · photo_0
JORDAN FISHER PHOTO VIA @JORDANFISHER/INSTAGRAM
contextual · photo_0
ED SHEERAN PHOTO VIA @TEDDYSPHOTOS/INSTAGRAM
informational · photo_0
Content Warning: Eating disorders
title · photo_0
KJ Apa and other celebs are destigmatizing eating disorders in men
informational · photo_0
Men struggle with ED more often than you might think.