Championing body positivity has been integral for Australia’s original leak-proof apparel brand, Modibodi, and with the recent milestone of selling over 1.5 million pairs of leak-proof underwear, it’s clear that inclusivity sells.
The company has launched its next campaign featuring five inspirational, photoshop-free, real and raw stories celebrating changing bodies.
The aim of the ‘Real Life, Real Bodies’ campaign for Modibodi is to continue to extend body positivity conversations in the media beyond just representing size diversity, but rather inclusivity of all bodies.
“From a mum with bladder leaks to an autistic queer comedian, a wheelchair athlete and performer, our ‘Real Life, Real Bodies’ campaign gives five people a platform to share their personal stories, showcasing just how powerful embracing our vulnerabilities can be,” said Modibodi CEO and Founder Kristy Chong.
Research from The Butterfly Foundation has found that almost one in two people surveyed felt pressure to look a certain way and 73 per cent wished they could change the way they look, reiterating the importance of body diversity in both the media and brand campaigns.
‘Real Life, Real Bodies’ follows on from the company’s 2019 campaign which featured four customers, with diverse bodies, fearlessly wearing their sustainable period and pee proof underwear. The company’s body positivity campaigns are featured on billboards, buses and online to inspire women, and men around the country to embrace their own changing bodies and open the dialogue about body positivity.
“Our real life, real bodies campaign features Modibodi customers celebrating how they push the limits of their body through sport and dance, learning to embrace their body post childbirth or as they age and how they leave their comfort zones behind.
“As people, we often judge ourselves harshly about our bodies and how we live our lives. Seeing something as simple as someone you identify with, in a real, relatable situation can change how we feel about our own bodies,” said Chong.
The body positivity movement in Australia and around the world is changing who is seen in the media for good. When the company was first launching, Ms Chong was repeatedly told that she would need glamorous models to make supposed unmentionable topics (menstruation and incontinence) tolerable to Australians and the global media.
“I refused to believe this was the only way we could have a presence in the market and from day one we’ve championed people from diverse backgrounds, ages, abilities, genders, sexual orientations and sizes. Most importantly, our campaign images are real and photoshop-free,” added Chong.
Developed by Modibodi’s in house creative team, the ‘Real Life, Real Bodies’ campaign is running throughout March across digital, out of home media and as well as Modibodi’s own channels. Check out some of the stories here.
