Society isn’t shy about setting unrealistic beauty standards for people and harshly judging those who stray too far from them.
The Asian society with its complexes based on the colour of the skin reflects only one aspect of prejudices and discrimination faced by numerous people. ‘Body shaming’ is the new social order and many brands use media images to sustain their multi-billion dollar skin bleaching and cosmetic surgery industries.
‘Anantika Sethi’ Communication Design Student ISDI — Mumbai decides the tackle this issue head-on keeping the cultural context of the Hindi-speaking audience and the stinging stigma of phrases used over centuries to undermine people.
Approximately 91% of women are unhappy with their bodies and resort to dieting to achieve their ideal body shape. In a survey, more than 40% of women and about 20% of men agreed they would consider cosmetic surgery in the future. The statistics remain relatively constant across gender, age, marital status, and race. Only 10% of people suffering from an eating disorder will seek professional help. 95% of people with eating disorders are between the ages of 12 and 25.
The idea of perfection overruns the idea of beauty. We don’t want to be just beautiful; we want to be perfect. This indeed has resulted in a negative impact on the minds of people. Its not a male or female problem it’s a universal issue which needs to be dealt with utmost care and sensitivity.
The campaign brings to light a very sensitive topic which aims to create an atmosphere of self-analysis and sensitizes people to the body stereotype cliches and phrases that are being used irresponsibly for centuries. This campaign targets both the victim and the perpetrator.
The act of body shaming has been prevailing in our society for far too long and what better way to put an end to it but by speaking out and making a stand. No more names!
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