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The Body Confidence Awards

20 November 2014

We live in a world awash with awards, so how do you make the one you are involved in stand out, be relevant and help further your overall objectives?

We were presented with precisely those challenges recently with the Body Confidence Awards, which sat at the heart of Body Confidence Week, the vehicle being used to launch Be Real: Body Confidence for Everyone – a new national movement for body confidence.

Be Real is an unusual initiative for us to be involved in as we are both the agency charged with promoting it and one of its founding sponsors alongside Dove, YMCA, All Walks Beyond the Catwalk, bareMinerals, Debenhams, Facebook, Government Equalities Office, N Brown, New Look and Superdrug.

Awards are a natural fit with the campaign as it is all about championing positive messages and practice to inspire the public at large to challenge the growing threat of body anxiety across all demographics in society.

The awards were also our platform for giving the campaign a high profile launch and a powerful opportunity to support its core focus – to bring together experience, knowledge and resources in order to amplify and fast track change.

Body confidence is a big and growing issue, one of those that can seem insurmountable to individuals, worried parents, campaigning organisations and brands, so the awards needed to focus on hope, on how positive change can be delivered inspiration and collaboration.

The Awards provided an important opportunity to recognise and celebrate the best practice taking place across the UK and showcase the organisations and individuals positive change.

The result was an awards event that crackled with positivity. Held at the House of Commons and compered by Radio 1 DJ, Jameela Jamil, it was attended by key influencers within the campaign’s three core areas, health, education and diversity, as well as celebrities such as Gok Wan, paralympian Stef Reid, fashion commentator, Caryn Franklin and comedian, Viv Groskop.

Ten awards were presented in total with winners chosen for their impact on improving body confidence, whether this was through a grass roots approach, reaching under-represented people, challenging perceptions of beauty, their scale or reach, or igniting debate and seeking to mainstream diversity.

This was supported by a wide-reaching promotional campaign aimed at generating a broad burst of media coverage to reach stakeholders, influencers and the general public. Good news doesn’t always generate column inches but we didn’t want a negative message that would contradict the positive vibe of the awards. As a result, we decided to focus on creating a jolt around the critical importance of the issue with a survey on growing pressure on body confidence and offer the campaign as a beacon of hope to rally round, with case studies, ambassadors and award winners as exemplars of that hope.

It worked, with significant national media coverage around the launch carrying the core message of hope at the heart of the campaign plus a lot of social media engagement and sharing. Now the challenge is build on that and keep the momentum and hope levels high as the campaign rolls out and matures.

You can find out more about it at www.berealcampaign.co.uk