DON’T GIVE A SHAPE
Awareness Campaign
The Brief:
The South African Depression and Anxiety Group (SADAG) is a non-profit organisation that helps with mental health issues by offering support and education. The task was to create a disruptive awareness campaign for the organisation to promote body positivity and challenge unrealistic beauty expectations.
The Solution:
Research revealed that many individuals feel pressured to fold to society’s unrealistic beauty standards. This pressure can negatively affect one’s physical and mental health, heightening self-criticism and unhealthy actions.
The ‘Don’t Give a Shape’ campaign shifts the conversation by encouraging people not to ‘give a shape’ about these standards and to rather prioritise their wellbeing, self-worth and natural bodies. Through billboards, magazines and social media, images of models were folded and distorted to mirror the campaign’s message. Magazines were chosen for their associations with diet culture and fashion, while social media reels targeted audiences who frequently compare themselves to edited content.
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