Outdoor ad: The Embrace Collective: Start Living

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Despite high awareness of the problem, dissatisfaction with body image remains a persistent and dangerous problem. Research shows 91% of Australian women want to change their bodies. And this fixation on looks creates a cycle that impacts the next generation, with 77% of young people saying they’re in body image distress.

But despite what we worry about when we’re alive, the truth is, the size of our jeans isn’t etched into gravestones. Instead we’re remembered for the things that really matter – how we make people feel, the memories we share, the kindness we show.

With evidence to suggest that reflecting on mortality helps people re-prioritise their life, this concept uses death as a confronting way to rethink how we live, what we worry about, and the impacts that fixation on body image can have.