I Am body confidence campaign

1. Body Confidence Campaign

2. Our campaign aim:
We chose body image as the main focus of our campaign as we feel it is something we’ve
all experienced and is a big issue in today’s society. We feel the influence of social media
on adolescents has a large impact on their body confidence and pressurizes them to
strive to be someone they are not. By creating our campaign, we want to help our target
audience accept themselves, learn to have a positive body image and confidence in who
they are. We also want to tell them it’s ok that they don’t look like the celebrities or the
“Instagram famous” as what they see on social media is very rarely true.
Essentially, we want to spread self-love, positivity and kindness. To do this, we have
chosen the following platforms:
• Posters & Billboards out in public spaces.
• A Mirror Installation for the public to interact with.
• A Short Film to promote our campaign and message.
• T-Shirt Designs for our supporters.
• Infographic Leaflets to reach a wider audience.
• “Kindness Cards” to spread positivity, kindness and happiness.
• A Website for us to keep the public up to date with our campaign
• And more.

3. Our Design.

4. Colour Scheme.
During the initial design process, we agreed that a colour scheme was very important.
We felt that having a colour we’d use throughout our platforms would enable the public
to recognize our campaign – a great example we took inspiration from was Macmillan
and their use of green.
We chose teal – a mix between green and blue. We felt this was a strong colour and
looks gender neutral.
To work along side the teal, we chose white and two shades of grey – with a shade of
pink on the website.

5. Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Light Book Medium Heavy
Avenir.
We’ve tried to use Avenir throughout our campaign to make sure the design was
consistent. We think it’s clear to read, fresh and looks modern.

6. Initial Logo Design.
From mind mapping and talking we decided we liked the idea of including the lotus flower for our logo due
to the meaning behind it – plus it being a lovely shape. We decided to experiment first to see what worked.
These ones to start are just the lotus with no name, we wanted to experiment and see if it would work this
way. Whereas they do look nice, they are a little too “feminine” for what we’re aiming for.

7. Here are a few more initial designs,
again as an experiment to see what
worked. We included out campaign
name this time, but we all decided that
they were all a bit to femine when it
came to the shape.
(the first 6 are for purely to see what a
mix of colour would look like.)

8. Final Logo Design
We wanted our logo to be plain and simple but eye-catching and modern. After
initial designs, we discussed ideas and decided to include a lotus flower within our
logo. The lotus flower is associated with purity, beauty and enlightenment and it
brings a clean, fresh look to the campaign design which we’ve used it throughout.
For a lot of the platforms we’ve just included the lotus on it’s own away from the
full logo – we hope that our campaign would become big enough that people
would recognize it just from this.
It’s a design that looks great on all our platforms and we’ve used it in teal & white.
On some elements, like our personal business cards, we’ve
used the circle with just the lotus on it. It still represents our
campaign logo, without “I AM”.

9. Our Platforms.

10. Poster

11. Initial Poster Design.
During the process of designing our campaign, we played around with different ideas when it came to the poster. We
chose to produce some shocking posters to get the viewers attention and decided the theme should be body-image
related, so our designs included eating disorders, something that effects both genders.
After looking over the poster`s again and
visioning them up in public, we realized
they would be far too deep. Considering
out campaign revolves around improving
body-image and positivity, these are a bit
too strong. Our campaign needs to be
light and positive throughout.

12. We decided to pursue a more positive
vibe and liked the idea of a typographic
poster with a small graphic. We chose “I
am more than just a size” as it supports
our message that we should be happy in
our own skin and shouldn’t be defined
by the number on our clothes, also
because it starts with “I AM”.
We liked these posters but after some
feedback from an outside source,
decided to change the graphic as
we were advised that the
weighing scales came across a
little contradictory and negative.

13. We chose posters as they are a great way to advertise throughout large locations
and reach to a wide audience. After experimenting with different content and
techniques, we chose to go with a typographic poster with a small graphic along
side. We chose typographic as they tend to stand out and it puts all the focus on our
message. We chose to create a small graphic of a person who is formed by many
parts from other people, and – along side our message – this is meant to show the
viewer that we are not defined by our size and outer appearance, but who we really
are deep down. This poster is especially powerful as it fits it with the pressure by
social media to be a certain size so we can be society’s definition of “perfect.”
We went with a simple duo-colour design using teal and white, an effect that was
inspired from punk posters. We kept it simple so the lack of colour and graphics
didn’t take anything away from the message.
Final Poster Design.

14. The original poster and the poster in a real-life situation to help us see how it’ll look.

15. Bus adverts would be one of the biggest platforms we
would use, as it reaches out to the whole public around
a massive space. Cardiff would be our first choice,
especially the University travel system.

16. T-shirts

17. We thought t-shirts would be a great idea because our supporters can spread the message by
wearing them – they are a good way to show loyalty and support. Many campaigns we
researched had very successful t-shirt designs. We wanted to design products that would
appeal to the teenagers – simple yet getting the message across. The more diverse variety we
have available, the more successful we hope they would be. Here are a few we have designed:

18. Here are some of our favourite designs on models to give us a real idea what they’d be like.
We found some copyright images and popped our logo on in different sizes. We
experimented by placing just the logo on the far right model, very small in the corner like
you find on t-shirts by brands such as Lacoste, All Saints, Hollister etc.

19. With this one, we’ve stuck with our traditional colour scheme of teal
and light gray. We included a popular quote by Roald Dahl, as it does
summaries our campaign message perfectly. We chose a sweater as it’s
unisex and they’re a popular item of clothing with teens. We tried to
keep the design simple but include all the information we need.

20. We designed this t-shirt with both genders in mind. We wanted to show the pressure
that we feel from society and what we see online and say that it’s fine that we’re not like
this and we think it’s a quirkier t-shirt that will hopefully appeal more to our audience!
All of out t-shirts would be available to order on our website, with part of the proceeds
to go to chosen charities within body-image and possibly mental health.

21. Kindness
Cards

22. One of our ideas were these Kindness Cards.
Whilst researching we found other ideas that are
meant to spread a little positivity and we wanted
to make our own.
For the front, we kept it simple with our lotus
background being in our traditional teal and
flipping out logo to white to really make it pop.
We included our website underneath and our
hashtag. We also wrote “hashtag us to get
involved” as getting these on social media by
people who receive them would be great
advertisement for us.
On the back of the bottom left card, we’ve gone with a slight reversal of
colours so the card stands out. We’ve kept the content simple, a box where
we/the public can write a lovely comment on the person they’d like to give it
to. We wrote “You Are” above it as a play on our logo, so it works nicely. We
included @IAmEnough to advertise out IG and twitter.
On the bottom we wrote “Please be friendly to the enviroment and dispose
of this correctly (either passing it on to someone else or by recycling!)” We
did this so people would hopefully pass it to another stranger, and they’d do
the same over and over so it falls into many people’s hand. Not onto to
spread happiness and kindness, but to spread out campaign also.

23. Here’s another design we produced for
a little variety. Much like the other card,
it’s designed to pass person to person
although with this one we’ve included a
small mirror, with a nice comment
underneath.
The idea of this is so people would
keep them in their purses/wallets
because having a mirror is really handy!
(They’d be wallet size.) Each time they’d
use it they’d see our logo/social media
and possibly people near them who
may be inclined to visit our media.

24. We would make both of these available for schools, collage, universities and work places to order for their own use.

25. Mirror
Installation

26. A basic idea of what our mirror
installation would look like –
minus boards around it, a title
reading “The mirror distorts your
view” and tables featuring all of
our campaign information.

27. The mirror installation is designed to get the general publics interest. Rather than aim this
at our target audience, we wanted everyone to get involved as we felt it was important to
reach out for a wider circle and make more people feel more body-positive and happy. We
distorted mirrors - like the ones you find in a circus – to create a bit of fun. The message
we want to send with this installment are the fact that mirrors distort our view from reality.
We look in the mirror and focus on what we dislike about ourselves and make it a bigger
issue than it is. The distorted mirrors don’t allow passers by to get a clear perception of
what their body and features truly look like. We would have another mirror (either behind
the 3 or at the end to replace one of them) so once they’ve seen themselves all distorted,
they see their real selves and it doesn’t look so bad! Primarily, we want people to have fun!
We want to send our message but also want people to walk away feeling a little more
positive and happy.
We would have boards next to the mirrors, or behind which would display all of our
information and little post-it notes where we would ask people to write down an answer
for one simple question: What wouldn’t you change about yourself? This is so people can
think of the positives about their body and what they do actually like, so we can promote
“happy thoughts” instead of looking at yourself with self-loathing and negativity.

28. The second mirror instalment we’d like to produce is a single two-way mirror where we’d ask 2 people to sit either
side. On the one, the participant will see their reflection and we’d like them to talk about their insecurities and also
what they like about themselves. On the reverse would be someone else sitting and writing what they like about
the other – we’d experiment by using both strangers and friends. We’d get them to write on post-it notes and stick
it to the mirror. At the end, they one talking about themselves will read what the other has wrote. Our aim for this is
to try flip someone’s negative opinion about certain elements and features, by showing them the opinions of either
a stranger or a friend who knows them on a deeper level. We want them to realise that their view on their
appearance and personality is distorted and stepping back and getting a complement from someone else can
boost their esteem and help them feel more body-positive.
Our logo & hashtag will feature on all post-it notes.

29. Short
Film

30. A brief storyboard for our short film.

31. Rather than an advert, we want to produce a short film revolving around our mirror
instalments, which we’d put on our website/blogs etc. To begin with we’d have the
construction of the instalments sped up until we start filming people walking by and
interacting with the distorted mirrors, filming them write notes and posting them up. We’d
film us handing out the leaflets and writing on/handing out the Kindness Cards. We’d also
film peoples views and opinions of our campaign and instalments, and how their body
image has been effected (especially by social media.) The other part of our short film will
be the recording of the second instalment with the 2 people sitting either side of a double
sided mirror, to film their reactions and opinions before, during and after the experiment.
The post-it notes for the installation would have I AM logo on the bottom corner which would be shown
during the promotional video

32. Teaser trailer would be made up of sped-up footage of either the installation
being built, or the public walking around the installation.
Text overlaid on top would provide details of the
campaign and further information.

33. Leaflet

34. The leaflet is one important element for us to get our campaign and message out
there in differentways. Not only can we hand them out, but we can leave them in
places such as doctors surgeries & hospitals, clothes/vanity shops, supermarkets,
schools and restaurants.
We’ve included basic information about our campaign and more importantly
information on how to help yourself achieve a more positive body-image. We’ve
also included advice on how they can spread positivity and happiness. We hope
that by reading this, they’ll visit our website for further information and to join in,
and hopefullyspread word.
The will be available to order for free for schools, collages and universities.

35. Front cover

37. Mirrors
Stickers
AND

38. For those little extras, we thought it would
be a nice idea to get stickers put on
mirrors in clothes shops like River Island,
New Look, Topshop etc. It’s one of the
many places adolescents feel pressured to
look and dress a certain way and these
stickers could help relieve the pressure
whilst advertising out campaign. Plus, if
anyone took a “selfie” they could hashtag
us to help with social media advertising.
We would produce many more designs,
suitable for both genders.

39. These are stickers we’ve designed so that we can place them around the place, whether it’s on bus
stops, mirrors, walls and more. They would be plain with just our logo and hashtag on them with room
for us or others can write nice messages on them. We think mirrors would be a particularly good place
to put them and will hopefully make people’s day!

40. Website
App
AND

41. We all agreed that a website was extremely important for our campaign. The internet is very
popular with the general public, especially adolescents who our campaign is targeting. Our
website is where we can include everything we do, help for our visitors and links to help support
us and purchase our products.
Our website was made through Wix (due to lack of time to get to grips with Dreamweaver!) and
we’ve tried to make it simple, clean but full of the necessary information. We’ve used the same
design throughout all out platforms.
www.iamenough.wix.com/iamenough
For the navigation bar, we kept it simple with only 6 pages available (with a sub page in “We Are” for information
about us campaigners. We learnt to only include necessary information so we didn’t over clutter our website and
make it look messy. We chose the white logo as it really stands out from the teal patterned background.

42. This is the home page that the visitor will see
first. We kept it very simple, with the logo taking
dominance. We did this to assert the fact that it
is the I Am campaign. We included the
navigation bar below. For this page, we chose to
only use teal and white (with a shade of pink for
the selected page) as these are our main
campaign colours.
“We are” is a play on our campaign name and
tells the visitor what our story is and our
campaign aims. This is the important page as it
establishes the importance of our campaign.

43. This is off a drop down option from “We Are”.
It’s all about us campaigners and we felt this was
important to include as we’d like our
campaigners to get to know us. We’ve also
linked our campaign links so we can gather a
social media campaign.
This self-help page is self-explanatory. Here, we
have included lists that people can take advice
to achieve positive body-image and self love.

44. Our kindness page is where we share all the
good we’ve tried to do in the local area. It will
include photos of our stickers in public places –
many photos that fellow campaigners have sent
it – and kindness cards on peoples persons. This
is also where we will show our video and write
how well our kindness cards and stickers have
done, with comments from people who have
used them themselves.
Support is a very important page as we felt we
wanted to direct people to other helpful sites if
they’re still struggling. We’d like to link and be
partners with great campaigns and brands such
as Mind and Lush.

45. This final page is where we advertise our products for the public to purchase. This is obviously important as it is
“free advertising” and it’s great to see our supporters wearing our products and sharing our message. Below will
also have live feeds to our facebook, twitter and instagram where people can keep up to date and follow.

46. Our website is available as an app too under “I Am Enough” via the AppStore and the Play Store.
It is also phone friendly on browsers.

47. Social
Media

48. Social media is very important to our campaign. It’s where we will keep up with our supporters in real time, load
all of our information and advertise to get more people on board. Our social media sites will work along side our
website and vice versa. We’re very lucky because #iamenough is yet to be used on Instagram!
We’d also have a Twitter, we have yet to make that!

49. I AMcampaign by:
Loren Coad
Jake Graham-Dobrowolny
Aimee Hunt
Emmeline Meborn-Hubbard
James Neale
Presentation by Loren Coad