New government body image campaign
A new campaign to deal with issues surrounding body image is being launched by the Victorian Government's Office for Youth.
Filmed in the heart of Melbourne at Richmond Station, around 15 or more young people posed for photos for an advertisement that will be broadcast across social networking sites like Myspace as well as other media.
The advertisement aims to create awareness around young people's perception of body image and the unrealistic standards set by magazines, television and the fashion world.
Why make an ad?
Shannon's Way, the agency helping to create the campaign, worked with the crew to explain the purpose of the ad and the impact they'd hope to have on young people's perspective.
Felicity, a Shannon's Way employee, said, "We're hoping to reinforce and better educate young people in regards to the totally unrealistic images they are seeing, and show that what they read and watch is often not natural." The ad intends to get this message across through sites that young people often visit.
Nicolette, a volunteer in the advertisement campaign, stated, "I hope the campaign can highlight what is important! Health, not image." She expressed her delight in being involved in the ad as in her own life she has struggled with the concept of body image. She spoke freely about the impact it had on herself and her own friends.
Sending a message
Using subjects of different nationalities, shapes, sizes and personalities, the ad will positively promote the discussion of the issue and perhaps send a message to those in the media who are fuelling the problem.
"The media needs to stop publishing unrealistic images of people. It's time they showed real people so others can then look in the mirror and actually feel normal instead of inadequate or ugly," Alexi, a 20-year-old Greek-Australian said.
Reality shows like The Biggest Loser and Make Me a Supermodel, and dramas like Gossip Girl and Desperate Housewives were mentioned as major troublemakers in the perception of body image.
On top of that, some magazines were seen as being equal offenders in their portrayal of young women. Inna, an RMIT student, expressed the importance of this campaign. "I wanted to be involved because I know it's a problem, however this is certainly something that can be combated."
Many of the participants in the advertisement were thrilled with the experience, being able to voice their own opinions while at the same time contributing and doing their bit for the campaign.
Check out the final product on our Body Image MySpace Ad page, and hear more from the young people involved in our Body Image Vox Pops.
To find out more about body image, check out youthcentral's Body image section, including interviews, case studies and links to organisations that provide help and advice to people having difficulties with body image.
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