The Embrace Collective says R.I.P to body image obsession in new campaign via Showpony

Award-winning filmmaker, bestselling author and 2023 Australian of the Year Taryn Brumfitt has launched ‘Start Living’, a national campaign challenging societal norms and empowering individuals to break free from the cycle of body criticism and dissatisfaction.

Founder and executive director of The Embrace Collective – a health promotion charity dedicated to creating a world free of judgement and shame about bodies – Brumfitt partnered with Showpony to address Australia’s body image crisis.

Research shows 91% of Australian women want to change their bodies. And this dissatisfaction with looks creates a cycle that impacts the next generation, with 77% of young people saying they’re in body image distress.

Says Brumfitt: “Many people, and particularly women, spend much of their lives worrying about the way they look, and it holds them back from doing the things that make their lives worth living.”

With body dissatisfaction impacting psychosocial and health outcomes, risk-taking behaviour, substance abuse, education and career outcomes, change needs to happen.

Says Brumfitt: “Unknowingly, that focus on body image is then something that gets passed down to the next generation. We need to change that.”

The “Start Living” campaign features a eulogy, gravestone, and funeral notices, all with an uncomfortable twist. In doing so, it uses death as a confronting way to reflect on how we live now, what we worry about, and the impacts that fixation on body image can have. The campaign makes it clear that rather than focusing on physical appearance, we should recognise the importance of meaningful connections, experiences, and contributions.

Says Abby Moulton, associate creative director, Showpony: “Despite what we worry about when we’re alive, the truth is, the size of our jeans isn’t etched into gravestones. Instead it’s the things that really matter – how we make people feel, the memories we share, the kindness, the joy, the laughs.”

Says Laura Tregloan, account director, Showpony: “We want to remind everyone to live life to the fullest and show children what really matters – to spend time and energy on the things that deserve it.”

Dr Zali Yager, body image expert and executive director of The Embrace Collective, says reflecting on death can help people, especially women, embrace their bodies beyond societal beauty standards, and start living life on their terms: “There is evidence to suggest that reflecting on our mortality is an approach that helps people re-prioritise their life.

“Similar to having a ‘near – death experience’, this can help people come back to their values and reflect what is really important in their lives.”

The “Start Living” campaign is designed to help people prioritise their mental and emotional wellbeing over superficial concerns, and recognise the influence this has on children. Directed to a webpage, the public has access to resources including a downloadable guide for parents on recommended language surrounding bodies.

By working together, Embrace and Showpony hope to create a ripple effect of positive change and help individuals embrace their bodies and live their lives to the fullest.

If you are concerned about your own, or someone else’s body image and eating behaviours, call the Butterfly Helpline on (1800 334 763).  For more general mental health support, contact the Beyond Blue Support Service. Call a counsellor on 1300 22 4636 or visit beyondblue.org.au

Client: The Embrace Collective

Agency: Showpony
Group Managing Director: Jamie Scott
Executive Creative Director: Parris Mesidis
Creative Director: Rory Kennett-Lister
Associate Creative Director: Abby Moulton
Head of Strategy: Ana Coelho
Senior Art Director: Chris Kim
Agency Producer: Alexandra O’Neil
Account Director: Laura Tregloan
Account Executive: Lachlan Varricchio
Media Director: Melissa Roberts
Media Manager: Hayley Clinch

Production
Directors: Abby Moulton, Rory Kennett-Lister
Director of Photography: Emerson Hoskin
Editor: Emerson Hoskin
First AC: Ella Burton
Gaffer: Nic Datson
Sound Recordist: Oliver McLoughlin
Stylist: Chloe Spalding
Sound Design: Scott Illingworth