Real+Beauty?+Think+about+it.

Communication Strategy

• What am I trying to achieve with this?
 * Educate and create awareness about unhealthy lifestyles and body figures that the media projects as a reality.

• What is my message?
 * Question the images that saturate the beauty market. The proliferation and wide acceptance of manipulated beauty are unattainable and damaging to the psyche.

• Who am I trying to target the message too?
 * The most impressionable age that is susceptible to media manipulation. Also targeting all consumer of images to create an awareness of the artificial product that they are consuming.

• What is my audience target demographic?
 * Primarily females but no exclusion to males.
 * Teenagers 13-18
 * Anyone with access to media outlets such as television, magazines etc.

• What is the best way to reach them? o High school presentations, programs, posters etc. o Advertising campaigns similar to DOVE campaign supporting real beauty o Magazine adds such as cosmo, seventeen that show the fake images o Facebook • What messages I am putting out? o Images are photoshopped and touched up so they are not real portrayals of people o Beauty is not purely physical appearance, it is inside and out o Impossible to achieve the modelesque images portrayed in mainstream media – even they are photoshopped • What change am I trying to bring out? o Audience perception of media images o To create a better understanding of how the media portrays images, to get people to understand that it is not real or achievable • What are the influences I want to bring? o Ideally to have the media portray images of real people and not just models o Not doing the touch up’s and photoshopping to the extreme

Marketing the way you do it: • Objectives o Reduce the amount of eating disorders in female teens by 40% o Reduce negative self-esteem issues and cases of depression in females teens by 40% • Goals o Educate and create awareness about unhealthy lifestyles and body figures that the media projects • Audience o Females, o Teenagers o North American/western cultures o Middle class – upper class • Key Message o Images are photoshopped and touched up so they are not real portrayals of people o Beauty is not purely physical appearance, it is inside and out o Impossible to achieve the modelesque images portrayed in mainstream media – even they are photoshopped • Strategy o Educate our demographic through their school systems • Tactics o Presentations o Posters o Websites o “real beauty” campaign • 30 second commercial o before/after images • Measurements o Tba

Division of labour • Website – group effort • Poster - Cheryl Lindsay • Commercial – alex • Presentation – marina • Before/after images – group effort

Cheryl Lindsay • 20 year old female • middle child (older sister, younger brother) • 2nd year CCIT student, VCC specialist • graphic design, logo design, marketing/advertising • snowboarding and wakeboarding • cottage/travel • friendly, outgoing • most important thing in life – to be happy with yourself