You're the Worst And Other Slogans
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Transcript of You're the Worst And Other Slogans
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“YOU’RE THE WORST” AND OTHER SLOGANS
Thoughts From Within Agency Walls
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I’M NOT ONE TO COMPLAIN, BUT…
I am one to examine.
As such, welcome to an examination of the manufacturing of self-loathing, and an exploration of the ways in
which we’re pushing back.
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INFORMED OPINION:
The western world has lost its collective marbles over the concept
of the personal aesthetic.
Especially in terms of weight.
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INARGUABLE FACT:
24 million people suffer from eating disorders in the United States
Even more disturbing, eating disorders have the highest mortality
rate of any mental illness.
Information from ANAD.org
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SIMPLY PUT… BODY IMAGE IS A PROBLEM IN AMERICA.
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FROM WHERE DOES THE PROBLEM STEM?
Although unhealthy obsessions with weight and assault on body image are
issues brought on by a variety of factors, we can look to mass media messaging as a major manufacturer
of self-loathing in America.
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WE SEE BRANDS PAIRED WITH MESSAGING LIKE THIS
Feeding yourself is not comparable to an ethical or moral dilemma. It’s time
to save guilt for things that actually warrant it, friends.
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AND REPRESENTATIONS OF BEAUTY LIKE THIS
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AND IT’S MAKING US FEEL LIKE THIS
NO SERIOUSLY. CLOSE TO 50% OF PEOPLE WITH EATING DISORDERS MEET QUALIFICATIONS FOR
DEPRESSION.
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READY FOR A TRUTH SLAP?According to the National Association of Anorexia Nervosa and Associated Disorders
(ANAD)…
“The body type portrayed in advertising as the ideal is possessed naturally by only 5% of American
females”
“47% of girls in 5th-12th grade reported wanting to lose weight because of magazine pictures”
“20% of people suffering from anorexia will prematurely die from complications related to their
eating disorder, including suicide and heart problems.”
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HOW DID THAT MAKE YOU FEEL?
PRETTY SLIMY? ME TOO.
SO WHAT ARE WE DOING TO PUSH BACK?
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EXAMPLE: DOVE REAL BEAUTY
Over the past several years, Dove has worked to promote self-love amongst
women through its “Real Beauty” campaign
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REAL BEAUTY SKETCHES
This past week, they released “Real Beauty Sketches”
In just 4 days, it garnered over 7 million views and generated incredible buzz in the social sphere
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WIDESPREAD SOCIAL MEDIA STIR
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DIVERSE EDITORIAL ATTENTION
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TOP TERMS ASSOCIATED WITH REAL BEAUTY SKETCHES CONVERSATION
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TOP HASHTAGS ASSOCIATED WITH REAL BEAUTY SKETCHES CONVERSATION
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#itsabouttime
#WEAREBEAUTIFUL
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BUT DOVE ISN’T ALONE
There are still other brands working to encourage pushing back against the messaging to which we’ve become all
too accustomed.
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EXTENDING THE “ADLAND GAL” EXPERIENCE
Users can create their own “bad ad” using the Bad Ad App which lives on the LowLow Facebook page.
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“YOU ARE NOT A SKETCH”
This ad series more directly calls out the horrific linkage between models as seen in advertisements and other mass media messaging and eating
disorders… and most impressively, it comes from a modeling agency (Star Models)
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BRAVO. THIS IS GOOD.
These are truly wonderful steps towards improvements, but let’s not pretend like things
are ok.
I want to see better. I want to see more campaigns like the ones in the slides before. I want to see more tweets, posts, and blog posts about loving
ourselves as opposed to working tirelessly to change the things about ourselves that are already
plenty beautiful.
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BOTTOM LINE:
WE ARE BETTER THAN THIS
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WE ARE…
SMART. FUNNY. CARING. TALENTED. GIVING. UNIQUE. EXCITING. WONDERFUL. CAPABLE.
CHARMING. DYNAMIC. WITTY. TOUGH. RESILIENT. SENSIBLE. LOVING. KIND. POWERFUL. CHEERFUL.
ABSOLUTELY, INCREDIBLY, AND UTTERLY BEAUTIFUL.
BELIEVE IT. DEMAND CREDIT. INCITE CHANGE.
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NEVER STOP
PUSHING BACK.
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KYLIE KAGEN | @KNKAGENTHANK YOU