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The ad features twenty-seven year old French woman Isabelle Caro, an anorexic who weighs just 68 lbs. Isbelle blames a "difficult childhood" for her bout with the deadly disorders: "I've hidden myself and covered myself for too long. Now I want to show myself fearlessly, even though I know my body arouses repugnance. I want to recover because I love life and the riches of the universe. I want to show young people how dangerous this illness is."

According to Reuters:

"The picture was shot by the controversial Italian photographer Oliviero Toscani, who in 1992 photographed a man dying of AIDS for a campaign for clothing group Benetton. Toscani's aim was 'to use that naked body to show everyone the reality of this illness, caused in most cases by the stereotypes imposed by the world of fashion', Flash&Partners said in a statement.

"'Everyone says it's ugly but I don't think it is, it really brings the message home,' said passer-by Giuseppina Ravelli after seeing the billboard in Milan. 'The people who reach these kind of levels have such great problems it is good that they use their illness to teach others about it.'

"But the president of Italy's Association for the Study of Anorexia, Fabiola De Clercq, said the woman used for the photo should be in hospital and the image was 'too crude'. Far from helping women suffering from anorexia, the photo may make many of them feel envious of the model and determined to become even thinner than her, she said."