#Whywait to love your body?

#Whywait to love your body?

Marie Claire has taken a new approach to self-loving with their new #Whywait initiative.

B&T Magazine
Posted by B&T Magazine

After learning that most women do not begin to love their body until they’re 45, Marie Claire wanted to try and change this thinking so more woman can learn to love their bodies earlier.

Marie Claire approached ad agencies with a brief of creating an ad that can make women love their bodies now, not later.

The ads produced by six different agencies are heartfelt, dynamic and maybe a little shocking.

The beautiful pudginess of a new baby has many cooing over how cute it is, how adorable its rolls are with its gleaming smile.

However, what we adore in babies we often find unappealing in ourselves.

The ad by OgilvyOne features the image of a gorgeous baby with the text “She’s perfect. Until we teach her otherwise”.

“You’re not born hating your body, it’s something that you’re taught. We wanted to send an optimistic message – that these sorts of learned behaviours can be unlearned,” OglivyOne said on Marie Claire’s website.

Publicis Mojo took a different take on Helen Reddy’s “I am woman, hear me roar” lyrics with “I am woman, hear me ramble” and following on with a list of attributes about their body they don’t like.

M&C Saatchi took inspiration from the social media trend of #nofilter, with the main text of their ad reading #nofilterme.

“Inspired by the social media practice of hashtagging ‘nofilter’ to mark unfiltered photography, we wanted to empower women to get involved and celebrate themselves ‘unfiltered’,” M&C Saatchi said on Marie Claire’s website.

In a confronting image Airbone adopted an image of a young girl on the scales exclaiming “mummy, I want to be just like you”, leaving us with the scary recognition that children can often mimic our behaviour.

Whybin\TBWA’s aim of using a curvaceous variation of the traditional love heart was to be able to talk to everyone, conveying the message “love comes in more than just one shape”.

In a simple yet effective image DDB Group Sydney used the calming effects of a watercolour brush, hinting at the hourglass womanly shape.

“The idea is that there is often a huge distinction between how a woman looks and how she feels, and that your body is more beautiful than you think,” DDB Group Sydney said on Marie Claire’s website.

The Marie Claire initiative invites women of all shapes and sizes to participate, taking a photo of themselves with the #whywait sign and uploading it to social media to help spread the word.

Check out the website here for all ads and more information.

Another campaign trying to make us love ourselves is Dove’s Real Life Sketches that explores how women view their own looks compared to what others see.

The campaign was a response to a survey which showed 54% of women globally say they are their own worst beauty critic, a similarly shocking figure to Marie Claire’s of women not loving their body until they’re 45.

Latest News

Horses racing into the first turn of a steeple chase race, shot from behind
Marketing

Campaign: BestOdds Promotes New iPhone App

Odds comparison site BestOdds, described as the Webjet of betting, has launched a campaign to promote its new iPhone app. A TVC will air during Channel 7′s AFL and Racing coverage from Friday. The app allows punters to compare the odds of major Australian bookmakers in real time and find the best price. The TVC aims to educate punters […]

Car driving fast at night.
Marketing

ROKT Puts Consumers In The Carsales Driving Seat

ROKT has announced a new Australian partnership with digital classifieds giant Carsales that will lead to growth in consumer awareness and engagement across the brand’s network of websites.

Mobile Is The First Screen
Advertising

Mobile Is The First Screen

The handheld device is no longer considered a second screen, according to Facebook.

by B&T Magazine

B&T Magazine
4 Insights from SoDA: What’s Next For Connected Devices?
Media

4 Insights from SoDA: What’s Next For Connected Devices?

The Society of Digital Agencies Global General Meeting is currently under way in Barcelona. IE Agency’s Berry Driessen is bringing you the key highlights, trends and insights for the year ahead from the industry’s leaders exclusively for B&T readers. SoDA hosted a panel discussion in the Global Mobile Centre to kick of its SoDA Global Member […]

Starcom Congratulates Di On Her Women in Media Win
Media

Starcom Congratulates Di On Her Women in Media Win

The team at Starcom would like to congratulate Di Richardson on winning 2014 B&T Women In Media for Media Agency. We are so proud of her recognition and she truly deserves this win. Leading the Product, Analytics and Emerging Capabilities for our business Di has certainly been instrumental in our overall business growth. Chris Nolan […]