The Group
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Jacqueline Pizzolon

U of T, 3rd year CCIT Major, Anthropology and Italian MinorsInterests: Music/production, sampling, physical activity, traveling, socializingTalents: Guitar, piano, drawingAmount Contributed to Assignment: 50%

U of T, 4th year CCIT Major and Computer Science MajorInterests: Reading, billiards, traveling, listening to music, swimming, programming and software developmentTalents: Drawing, software designAmount Contributed to Assignment: 50%




The Price of Perfection: What are you willing to sacrifice to look like her?



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Perfection's Prototype?



Communication Strategy

Q.

What are we trying to achieve with this?

A.

We are trying to eliminate the limits or socially constructed views of beauty and try to re-create the idea of beauty within adolescent girls.



Q.

What is our message?

A.

Our message is that inner beauty is the one part of every human being that can never be captured in pictures or videos unlike our bodies. These pictures and videos can easily be altered using corrective software such as PhotoShop, but what about the state of one's mind? We are trying to help adolescent girls reconstruct their perception of beauty, promote inner beauty by teaching them how to look at themselves in a healthy and positive light and help them instill confidence within themselves.



Q.

To whom are we targetting this message?

A.

We are targetting girls of 7 to 17 because it is during this period of time when girls are most impressionable and become self-conscious.



Q.

What media is the best way to reach them?

A.

TV commercials, YouTube, talk shows, movies, music lyrics and videos, radio, facebook, books.



Q.

What change are we trying to bring out?

A.

We are trying to help girls boost their self-esteem, self-worth and confidence.




Acceptable Sizes Over the Years...

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Then - Size 14


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Now - Size 2































Marketing

Objective =>

To increase awareness in girls that there is more to beauty than just the physical aspect that is portrayed by the media. Inner beauty is more valuable.


Goals =>

We would like to help the Dove foundation with creating more media that promotes inner beauty and help young girls make peace with their body and accept themselves for who they are. We can conduct workshops at schools to reach out to young girls. We can also set up summer camps with various activities for the girls that can help them view themselves in a positive manner and treat themselves and others with more kindness and compassion instead of being harsh and judgmental.


Key Message =>

1. There is more to the concept of beauty than physical attributes.

2. Do what your heart desires to feel good about yourself - to build confidence. Whether it is surrounding yourself by good company or reading a good book with a meaningful message.

3. Learn how to not take media messages at face value. Most of the "perfect" pictures we're bombarded by are airbrushed.


Strategy =>

1. We can conduct workshops at schools for girls where speakers can address various issues related to self-esteem and confidence and guide young girls through those issues. Workshops can have a few fun activities that can teach them how to be less critical of themselves and others.

2. Another great way of getting the message across is to hold summer camps for young girls with lots of fun activities to educate girls on inner beauty and self-esteem, and how to deal with all the pressure of being "beautiful" exerted upon them by the media and the society.


Tactics =>

Some of the activities include:

1. At summer camps, girls may get together in groups and create a video based on their idea of outer and inner beauty which they have learned from their surroundings and what changes they would like to see or bring about. This gives them a chance to really think about how they see themselves and other girls, whether they have a positive or negative attitude, what they can do to better themselves and boost their confidence and be happy with themselves. These videos can be uploaded on YouTube, Facebook, etc.

2. At the beginning of the camp session, girls will be asked to say one nice thing about another girl in the camp or in their squad. Then at the end of the camp session they will be asked again to do the same thing. This activity will show the girls that once you get to know a person, the outer beauty is less significant. All prejudgement's about that person shouldn't be based on physical appearance because they will begin to realize that there is so much more to a person than physical attractiveness and that the inner self has much to offer.


Measurement =>

1. Case studies

2. YouTube hits

3. Website hits

4. Online surveys






Last but not the least, what young girls want the world to know...











"For Attractive lips, speak words of kindness,
For lovely eyes, seek out the good in people,
For a slim figure, share your food with the hungry,
For Beautiful hair, let a child run their fingers through it once a day,
For poise, walk with the knowledge that you never walk alone.
People, more than things, have to be restored, renewed, revived, reclaimed, and redeemed. Remember, if you ever need a helping hand, you will find one at the end of each of your arms. As you grow older, you will discover that you have two hands, one for helping yourself and the other for helping others."
- Audrey Hepburn

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