We’ll be interested to see which organisations lead the way in committing to the Federal Government’s new Body Image Code of Conduct. The code was launched by Minister for Youth, Kate Ellis, yesterday – one of 8 key pillars comprising the broader Body Image strategy.
It’s a voluntary code of conduct, which means that while media and advertisers are incentivised through numerous initiatives to adopt the code, they’re not forced into it.
The code is in place to support the youth of Australia in growing up safe, happy, healthy and resilient through encouraging the following be upheld across all media production:
1. Positive content and messaging
2. Diversity
3. Fair placement
4. Realistic and natural images of people
5. Healthy weight models
6. Appropriate modelling age
7. Fashion retailers supporting positive body image
Ideally, when one publisher jumps in, others will follow in their footsteps. But given a cover is often the selling point for many magazines, and photos make up so much of a typical magazine’s content, some ballsy decisions will need to be made in terms of priorities for in particular, women’s lifestyle and fashion titles.
Do we consider promoting positive body image and making a stand to be of greater importance than only using retouched images and glossy glamour?
Will we be seen negatively by the market if our competitor adopts the code and we don’t?
Change needs to happen internally within media publishers and broadcasters before any difference is made culturally. And a holistic approach needs to be taken.
Though on the flipside, while perfection is not a reality, flawless images and nice-looking photos sell.
It’s interesting though, some brands seem to have achieved tremendous success through campaigns that are up front and honest about reality. They don’t try and hide the imperfections and the flaws, because in covering them up, a human aspect is simultaneously lost. People like real life. The success of real life magazine titles is testament to this. People want to relate to what they see and read, and they’re offended by brands that pretend life is perfect.
The Kotex Reality Check TVC is a successful branding exercise because it pokes fun at other brands who try to make something that is, quite frankly, not at all light and fun, be light and fun. You can’t roll a turd in glitter and expect people not to notice what’s really underneath.
Similarly, the Weight Watchers Approved By Life campaign resonates because it’s accepting of real life. It doesn’t pretend women have time, no kids, no social life, or hate chocolate. It doesn’t pretend life isn’t exactly that. Consumers respect the honesty.
Brands and publishers will earn respect for being authentic and honest. And at the same time, do wonders for the body image and self esteem of women and men alike.
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