Campaign Pitch

Campaign Pitch:

My campaign will be called BeYouTiful. It is an interpretation of the word beautiful. The main goal of my campaign is to allow people to be comfortable in their own skins and to be themselves. 

The main goal of my campaign is to inform and educate people on the reality of the beauty standards within the fashion industry.

It is an issue that I find people talking about a lot. The body images portrayed in the media for both males and females are unrealistic and force people to doubt themselves and make them believe they are less adequate in society. The fashion industry plays a huge role in portraying bad images of idealistic beauty, which in turn affects today’s society’s perception of their own body image. This is having a huge effect on every generation. Older generations are forced to feel as if they need to meet these unrealistic standards, whilst younger generations are being raised in an environment that promotes a very negative relationship with themselves.

A lot of people strongly disagree with the promotion of plus-size models and a healthier body image as they think it promotes obesity and allows young adults to think bigger bodies are healthier. I think the promotion of plus-size models simply comes down to inclusivity. People should know the difference between a healthy body and obesity. It is an on-going debate and people’s opinions will always differ from one another. 

My primary target audience would mainly be females around 16-25 years old, although it won’t be specifically for a female audience as males do experience body image issues as well. The reason I have said 16-25-year-olds is because I feel that this is a really sensitive age. You are coming towards the end of puberty and the end of traditional schooling systems. Teenagers/ young adults around that age are still trying to discover and understand every angle of their bodies. 

I want my campaign to tackle the issue in a light-hearted manner as I am targeting a younger audience and I feel like they are more likely to listen if they are entertained whilst being informed.

I am going to produce a documentary, poster/magazine and have a social media presence in order to meet the criteria of a campaign. I have not decided which mode my documentary will be or the theme of my other media products so I am going to start producing and filming what I know I want to include and let that content mould the shape for the rest of the project. 

I don’t want my campaign to imitate an existing campaign but it will have features similar to pre-existing campaigns. Campaigns like This Girl Can and the Dove campaign Real Beauty who approach the issue in a realistic way instead of it being unrealistic and not effective.

In terms of primary research, I will be filming interviews and Vox Pops for my documentary. I think this is probably the most effective primary research I could carry out for the documentary as it is peoples first-hand opinions and gives you a more rounded outlook on the situation. For any other products, I make I will probably give out questionnaires and analyse that data. It will have the same outcome as the documentary primary research. In terms of secondary research, I have been looking at various websites and YouTube videos as well as reading about pre-existing campaigns in magazines.  

In summary, I think my campaign will be successful as it is tackling an ongoing issue in society and it is quite easy to find campaigns and adverts that can be talked about.

Campaign Pitch Feedback:

This was the feedback I received from my pitch. Overall, I feel that mt pitch was quite successful. Going off of the feedback alone, I met all the necessary criteria for the pitch. I did find the feedback useful as for additional comments it was mentioned that I should consider experimenting imagery, photography and typography which is not something I have thought about. So from the feedback form, I need to further plan out my campaign.