An Introduction
i'mperfect is a social responsible campaign that aims to push for more realistic and unedited imagery within media and the beauty industry as a whole.
The beauty industry is a multifaceted industry that is comprised of the sales of cosmetic, skincare and haircare products as well as the services of professionals in beauty salons and spas. It’s an industry that targets every aspect of someone’s appearance & has successfully benefited off of the promise of attractiveness & happiness while inciting the fear of being “ugly”. It takes something that is natural to the human body and turns it into an unnecessary problem in which we as people get insecure about.
We created this campaign to raise awareness about the negative impact the beauty industry has, how toxic it truly is and how it continues to profit at the expense of its consumers. We want our message to be one of self-acceptance; that you don’t have to buy into this idea of perfection to be accepted by society.
Our POV statement is: Consumers who are affected by the beauty industry need more realistic body imagery in advertising because people would feel better about themselves if they saw imperfections, unfiltered and unedited photos in advertising, causing a shift in the beauty industry and normalizing imperfections.
The Campaign
We named our campaign i'mperfect as is it a play on words for imperfect as well as I am perfect. The name communicates the campaign's aim of creating an accepting space, encouraging the audience that they are perfectly imperfect.
Campaign Elements
Petition
The petition is the major call to action of the campaign that encourages the audience to get actively involved in making a change in the media. It will be accessible through a pop-up website. We will advertise the link of the website in our Instagram bio as well as through the QR codes on the posters. Users will also be able to find more information about the campaign on the website.
Guerilla Marketing - Interactive Wall
The i'mperfect wall is an interactive wall that encourages the public to actively get involved with the campaign. The wall features a mirror that the public is encouraged to look at themselves in then write on the space on the wall what they think makes them beautiful. The barcode of the petition is also featured on the wall to provide more information about the campaign and encourage viewers to sign the petition.
These posters will promote the wall as a sort of scavenger hunt. The public will scan the QR codes to find the location of the nearest wall.
Outdoor Advertising
Highway Billboards
The highway billboards feature imagery of things that are considered to be insecurities by most people. The act of taking something that is 'meant' to be hidden and blowing it up forces the viewer to confront these things and make them realize that they are completely normal and that they are nothing to be ashamed of.
Bus Stop Billboard
The bus stop billboard will be placed directly next to a beauty advert. It will warn the public that the advert next to ours is heavily edited. The QR code for the petition is also featured; encouraging the public to scan it and sign the petition.
Print Posters
The posters highlight things that are usually considered insecurities. They encourage the viewer to be proud of their insecurities. The QR code for the petition is also featured on the posters.
Magazine Advertisements
The magazine adverts aim to further warn the audience of unrealistic imagery in the media as well as normalize imperfections. The warning advert is printed on tracing paper so that when it is placed over another advert it will blur it.
Social Media
i'mperfect makes use of Instagram to engage more with our audience. The account creates an accepting space for anyone and everyone. We encourage community engagement and promote the petition with the link in the bio.
View the account here or visit @the.imperfect.campaign
The Instagram posts are broken down into 3 categories - single posts, community engagement posts and spotlight carousel posts
Single Posts
The single social media posts feature imagery of people proudly wearing their imperfections. They are aimed at normalizing imperfections and creating a space of acceptance.
Community Engagement Posts
The community engagement posts are designed as complement night posts - where we ask our audience to share their own unedited and bare faced photos using our #. We then share some of these photos and ask for our audience to give the people featured a compliment in the comments. This is to create engagement with our audience and boost their confidence.
Spotlight Posts
The spotlight posts are designed as carousels that focus on one specific insecurity. They communicate to our audience that these things are completely natural and are nothing to be ashamed about.
Merchandise
Merchandise was created to promote the campaign further and reach out to more people.
T-shirts
Caps
Tote Bags
Response To Campaign
Dismantling decades of damage caused by the beauty industry and its unrealistic standards won't be an easy tasks but it is completely possible.
All it takes is to know that you are worth it.
you are perfectly #imperfect
DISCLAIMER: All imagery is not ours & we do not claim it is ours.
