Marie Claire encourages women to love their bodies now



Pacific Magazines owned Marie Claire is taking female empowerment to the next level encouraging women to learn to like their bodies earlier in life with its #whywait initiative, getting six local agencies to produce ads to support the idea.

Marie Claire asked OgilvyOne, Publicis Mojo, M&C Saatchi Australia, Airborne, Whybin\TBWA and DDB Group Sydney to produce an ad encouraging women to start loving their bodies, after being shocked when learning the average Australian woman learns to like her body at 45.

The magazine’s editor Jackie Frank told Mumbrella: “When we found out that was the age of women actually liking their body we thought wow, isn’t that incredible and we thought can we re-shift it? If they get to a stage where they do like their bodies, why are we waiting until 45? Let’s bring it out into the open, create awareness of it and maybe make women like their bodies earlier.

“We thought we would challenge the way women are thinking about it and go to the creative minds, we invited the top ad agencies to produce a single page ad convincing women to like their body,” she said.

OgilvyOne creative director Rob Morrison told Mumbrella: “It’s well-worn territory. There’s been a lot of attempts of addressing this issue, Dove’s doing and it doing it really well but the impact that they’re having clearly isn’t from an issue point of view, they’re still trying to sell product, they’re still promoting their brand.

Ogilvy One

Ogilvy One

“What we wanted was a completely fresh way in, to find a way of looking at the issue and get to the heart of it in a way that hadn’t been discussed before or looked at before and that’s where we got to with the whole education approach to it.

“This isn’t in the DNA of women to compare themselves unrealistically to unachievable images, its something that women through lots of different sources are taught or taught themselves.”

Morrison explained that the “uh-huh” moment came when considering what people find beautiful about babies and children.

“The things you find beautiful and cute in a child are precisely the things that you hate when you look at yourself in the mirror. That’s the reason we pulled out the list of physical features of the baby as the crux around the insight.”

On the work produced, Marie Claire’s Frank was full of praise.

“Everybody loved it. They were so varied and using different things – like using the baby and the child to engage and typography and the whole juxtaposition of the do you see a curve or do you see a bulge on the DDB one,” she said.

DDB Maire Claire

DDB Sydney

DDB Sydney senior writer, Jeff Galbraith told Mumbrella the curve attempts to visualise how women feel about the curves in their bodies.

“I think women should aspire to have a curvy body, but if its curved the wrong way suddenly they just don’t feel the same way about themselves, it’s only certain curves that they want. We just found a way to visualise that which showed both of those curves very simply without hitting you over the head with it,” he said

“We wanted to keep it quite subtle, and feeling very feminine and hopefully something that would inspire some self-reflection.

“One of the big struggles we had was Dove has done so much excellent work in this category. They have set the bar incredibly high. We were trying to be careful not to just copy the things that they’ve done and try and come at it in a little bit of a different way.”

Galbraith was full of praise for Publicis Mojo’s work.

Publicis Mojo Marie Claire

Publicis Mojo

He said: “I love the piece from Mojo, I am the woman, hear me ramble. I thought it was beautifully written and very well art directed too.”

Publicis Mojo’s executive creative director Grant Rutherford told Mumbrella: “It sucks you in – I am woman, hear me ramble on. You really do want to capture the imagination, we thought the Helen Reddy song would be the perfect vehicle for that. ”

Rutherford said the work was challenging as it required an angle that somebody would listen to.

“Any women could look at these ads and say that’s not actually me,” he said. “In any campaign like this, you can’t really let people off the hook, you have to make them feel something or do something, in that way its quite hard.

“I think it’s fair to say a lot of the agencies would have had the same ideas – babies and children and projecting that image onto them and how we want them to think and what we’re actually passing onto the next generation. I think overall the standard was good, some were more inventive than others.”

Jackie Frank

Jackie Frank

Following on from the brief issued to the ad shops, the Marie Claire team has extended the challenge to its readers, establishing the #whywait hashtag and asking women to try to embrace their bodies before they are 45. The team is asking for readers to take a photo of yourself holding the #whywait hashtag and upload it to social media.

“It’s not enough to just put it there, we wanted to engage our readers, they could get involved and take a step forward. We thought we would hashtag why wait and get them involved in it,” said Frank.

The full range of work produced for the campaign can be viewed here.

Miranda Ward


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