Being a modelling agency, we consistently aim to improve the self confidence and belief of our models. We celebrate diversity, naturally beauty and encourage a really positive mindset and a healthy attitude. We genuinely believe that a models beauty comes from the inside, out and a health mindset and confidence are the biggest players in helping create genuine, eye catching beauty.
So often the nature of the modelling industry can negatively affect a models self esteem. Particular moulds have been created that females feel incredible pressure to fit in to, whether it be weight, height, social influence, intelligence. Many put pressure on themselves to "have it all" as the poster girls who are so heavily prominent in the media further cement that idea. We believe this isn't segmented to females, but we did find this demographic to be particularly affected.
We created this campaign to not only bring about a positive self image for our models, but hoped to see it on a bigger scale with the general population. We wanted to really enforce the idea that if a model, or any person for that matter, backs themselves and believes in themselves, what they can achieve grows exponentially. Judging themselves and putting themselves down serves no purpose.
Women are such a strong beautiful creatures, we wanted to reinforce them to not be so hard on themselves. To realise their beauty, trust it and be confident in it.
Given the power of social media with our models, we found Instagram to be the best platform for our campaign execution. Prior to it's roll out, we created hype through EDM's, sent out to both our models Australia wide and our client base.
The creation of the video content was done with an in-house team. Our models all feature (along with our Founder). The videography was done by a model of ours, Angus McGuigan.
We also encouraged the models to not only share our content, but to create their own, using the # on a sign.
During the time we conducted a media release sent out to all local media in AUS.
November 2015 was the inaugural year of the campaign, but we aim to continue it each year and make it an annual celebration of confidence, self love and self belief. Our hope is to gain widespread popularity, with all the public embracing the values behind the campaign.
We saw the campaign really embraced, not only by our female models, but our male models really got behind it. From their tagging, we saw the general public also pick it up and pass on the positive messaging. We saw an array selfies with pieces of paper highlighting the term #backyourself, models working our or doing what they love with the hashtag as a feature, we saw a few media houses in both AUS and NZ pick the story up and run it. Numerous fashion and health blogs picked up the concept and celebrated the notion of a Modelling Agency encouraging a healthy mind and body.
