A groundbreaking campaign has emerged from a leading mental health facility that’s changing how society views eating disorder recovery. By transforming personal stories into Renaissance-style masterpieces, Timberline Knolls is revolutionizing the conversation around mental health treatment and recovery.
Foundation and Growth
Established in 2006 on a tranquil 43-acre campus in Lemont, Illinois, the treatment center has become a beacon of hope for women and adolescent girls struggling with eating disorders, trauma, and mental health challenges. The facility’s acquisition by Acadia Healthcare in 2012 strengthened its resources and expanded its ability to provide exceptional care.
A New Visual Language
Working with Austin-based advertising agency Bakery, healthcare professionals developed the “Every Bite a Battle” campaign, which reimagines recovery through the lens of classical art. This innovative approach moves beyond traditional clinical messaging to celebrate the strength and resilience of those in recovery.
The creative team collaborated with acclaimed photographer Szilveszter Makó, known for his work with Vogue and Vanity Fair. Together, they created a series of stunning 15-foot by 20-foot portraits that transform everyday objects like gummy bears and french fries into epic battle scenes, symbolizing the daily victories in recovery.
Personal Stories, Universal Impact
Three alumni of Timberline Knolls – Shannon Hostetter, Threasa Kluever, and Heather Seiler – volunteered to share their recovery journeys through these monumental artworks. Their experiences were transformed into powerful visual narratives that resonate deeply with the recovery community.
Mark Palmenter, chief marketing officer of Acadia Healthcare, emphasizes how this campaign represents a shift from traditional messaging to a more emotionally resonant approach. The decision to shoot in Milan added another layer of significance, connecting modern recovery stories to the city’s rich artistic heritage.
Comprehensive Care Approach
The facility’s treatment philosophy combines evidence-based therapies like Cognitive Behavioral Therapy (CBT) and Dialectical Behavior Therapy (DBT) with expressive treatments. This integration of clinical expertise and creative expression is reflected both in the campaign and in their overall approach to healing.
Beyond the Artwork
The campaign’s impact extends far beyond its visual appeal. During a presentation to approximately 40 alumni, former patients expressed profound emotional connections to the artwork. One alumna described viewing the portraits as the final step in her recovery journey.
Today, these remarkable portraits hang permanently at Timberline Knolls, serving as daily inspiration for current residents and staff. Their presence reinforces the facility’s commitment to innovative treatment approaches and patient empowerment.
Looking Forward
As mental health treatment continues to evolve, this pioneering campaign sets a new standard for how recovery can be portrayed and discussed. By elevating personal stories through classical art, the facility has created a powerful new way to celebrate healing and inspire hope in others beginning their recovery journeys.
The success of this unique approach demonstrates how creative thinking can transform conversations around mental health treatment while honoring the strength and dignity of those who choose to share their stories. Through this artistic innovation, Timberline Knolls continues to lead the way in reimagining how we view and discuss mental health recovery.
The campaign stands as a testament to the facility’s commitment to finding innovative ways to support and celebrate recovery. As the mental health landscape continues to evolve, Timberline Knolls remains at the forefront of transforming lives through comprehensive, compassionate care and creative approaches to healing.