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Global initiative Bodyright, from TBWANew Zealand, is continuing its fight against unethical retouching and misrepresentation of the human body with ‘March Unfiltered’. The new … read morecampaign, which consists of a week of active support between March 28th and April 3rd, encourages brands, influencers, and advertisers of all types to flood their feeds only with authentic images that remain unfiltered and unretouched. The increasingly widespread use of filters has already been shown to exacerbate issues with mental health, body image, and self-esteem. Girls and boys alike report feeling worse about themselves after scrolling through Instagram, comparing themselves to the swathes of airbrushed and unrealistic bodies before them. Evidence from the American Academy of Facial Plastic and Reconstructive Surgery even reports that some users are undergoing cosmetic procedures in an attempt to look more like their online selves. In such a climate, it’s more important than ever to ground people back in reality. Whilst many governments have discussed legislation, Bodyright launched last year and took the opportunity to lead this movement, encouraging people and brands to take a stand. The movement is centred around Ⓑ, a unicode symbol free for anyone anywhere to use on their images or social profile. Just as the copyright © communicates proof of ownership, the Bodyright Ⓑ will communicate proof of unretouched authenticity, reminding viewers of what bodies really look like - sharing realistic weights, scars, skin tones, pores, acne, and body hair. These images will not only celebrate authentic, unedited bodies, but raise awareness for the issues surrounding deceptive filers and unethical retouching apps. Rather than focus on the artistic or visual, the Ⓑ will verify that what you see is a true representation of a human body. To boost engagement with the cause, Bodyright will push for a surge of unretouched images across brand, media, and social channels during the week of ‘March Unfiltered’, using the Bodyright Ⓑ to highlight their authenticity. Flooding feeds with unretouched and unapologetic imagery, the campaign will seek to restore the balance in the media, normalising what’s really normal and celebrating people as they are. Several brands have already voiced their support for the initiative, including Trilogy Skincare, 2degrees, and The Warehouse. Seeing as the practice of retouching began in advertising, Bodyright is putting particular focus on this industry to get involved and combat the problem it created.
read less...CEO: Catherine Harris
Head of Design: Mike Davidson
Business Director: Briar Kensington
Business Director: Ruth Coulson
Eleven PR
Group Business Director: Ian Benet
Business Manager: Helena Nuich
Social: Lydia Campbell-Robinson
Digital Arts Network
General Manager: David Parkinson
Director of Operations: Katie Oliver
Project Manager: Rachel Dinh
Production
Managing Director: George Mackenzie
Colourist: Matic Prusnick
VFX: Richard Borg
Composition & Sound: Cam Ballentine
Photography: Troy Goodall
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