Independent creative agency, Now We Collide has created a new campaign for Instagram and The Butterfly Foundation encouraging Aussies to challenge their perceptions of body image and beauty.
The “BodyKind Online” series features five key creators and influencers to share their “#BodyKindOnline” tips, including @alrighthey, @allira.potter, @oliviamollyrogers, @stylebydeni, and @katewas.
The influencers appear in various short form videos, speaking out about their own online experiences, clinically backed tips and advice to help young people foster positive body image and inspire more positive and kind behaviour.
The campaign aims to educate Aussies on how to navigate likes and comments, how to curate your feed to make Instagram a more positive place, using filters safely, and managing feelings of comparison to friends or influencers.
The campaign is based on a national social media and body image study conducted by The Butterfly Foundation, which found 40 per cent of respondents admitted they compared their posts to those of others, and 63 per cent said how others perceived their appearance online was important to them.
“Butterfly is proud to once again partner with Instagram and Now We Collide to foster a positive body image online. #BodyKindOnline sparks discussion and offers practical advice about how we can all be kinder to ourselves and each other’s bodies online,” said Butterfly Foundation spokesperson, Alex Cowen.
“It is imperative that everyone, in particular young people, are equipped with strong social media literacy skills to disrupt the negative feedback loop that can sometimes occur online.
“This campaign puts the power into young peoples’ hands and gives them the tools to reject unattainable appearance ideals, social comparison and the seemingly ‘perfect’ life that can fill our feeds.”
Instagram Asia-Pacific policy programs manager, Tara Bedi, said the social media platform was “committed” to reducing pressures surrounding body image.
“We’re launching safety campaigns and consulting on new tools and policies to ensure we protect the most vulnerable people on Instagram.
“The new campaign combines clinically backed advice from Butterfly with tips from some of Australia’s top creators to help young people navigate a safer and more positive body image experience on social media.
“It’s been a pleasure working with such a great cause and leaning on our partners at Now We Collide to help bring this campaign to life,” she said.
Managing partner and CEO, Keir Maher, added, “We’re so proud to be involved in a campaign addressing such an important cause. These videos are an intimate window into these five creators’ personal experiences and are a great way to connect and seek help for those who are undergoing similar circumstances.”
“We had to jump through hurdles to bring this project to life with lockdowns and Covid restrictions but our nimble team once again faced up to the challenge to share these invaluable stories.”
Full details of the campaign and Butterfly prevention programs for young people, professionals and parents can be found on Butterfly Foundation’s website.
- Senior Producer - Amanda Cooton
- CEO - Keir Maher
- CCO - Ryan Bodger
- Art Director - Kate O'Donnell
- Editor - Josh Groom
- Client Services Director - Naomi Young
- Copywriter - Declan Arrighi
- Audio Engineer - James Martell
- Motion Designer - Karina Smole