Anorexic woman poses naked for eating disorder campaign

I’m not sure how I feel about this. At all.

A controversial ad campaign featuring a 68-pound anorexic woman has been launched in Italy to coincide with Milan Fashion Week.
The ads, which are aimed at raising awareness about eating disorders, feature Isabelle Caro, a 27-year-old French woman.
Caro, who has battled the disease for 15 years, shows her exposed breasts and frail, naked body.
Another image shows Caro’s buttocks and the outline of her protruding rib cage. Both advertisements feature the slogan: “No Anorexia.”

I’m not going to post the picture here, because I’m conflicted about it. Is this campaign raising awareness in an in-your-face way or objectifying a sick woman? Or both?
Part of me feels like the reality of eating disorders should be confronted head-on. In our current celeb-crazy climate, the wasting away of various starlets seems more glamorized than ever. Maybe we need a campaign like this. Thoughts?
UPDATE: The campaign isn’t simply an awareness campaign–it’s being used to sell a clothing brand. Should have mentioned that earlier.