What they want to be known for:
helping young people in the UK to confidently navigate the media and advertising they consume.

The challenge:
tackle the under-reported issue of advertising and social media’s impact on boy’s body image and wellbeing.

What we did:
Campaign strategy, broadcast interviews, media relations, case study placement.

The results:
Global coverage and trending on social.

  • Coverage on The Times, BBC’s Victoria Derbyshire, Sky News, BBC News and local radio, ITV News, Channel 5 News and Bauer radio across all regions. Coverage lead to #bodyimage trending nationally on social media, with our story attached to it.
  • Publications and radio stations (from the Guardian to Woman’s Hour) asked their audiences for personal stories from men who have suffered, ran features with advice, and hosted call-in shows for those affected or concerned.
  • Media around the world – including Teen Vogue, Esquire US and ABC Australia – picked it up and consulted experts to offer crucial advice to worried parents.
  • The first week of the campaign saw the equivalent of over two months’ average registrations for Media Smart’s learning resources for teachers and parents.