The love, me campaign - a movement to promote positive body image.

• Main Authors: Woon, Audrey Ai Leng., Lim, Emery Mei Ying., Wong, Su Yee., Wong, Yu Lan.
• Other Authors: Wee Kim Wee School of Communication and Information
• Format: Final Year Project
• Language: English
• Published: 2013
• Subjects: DRNTU::Social sciences::General; DRNTU::Social sciences::Communication::Promotional communication::Communication campaigns
• Online Access: http://hdl.handle.net/10356/52518
• Institution: Nanyang Technological University

This paper presents the development and launch of “The Love, Me Campaign”, an initiative to promote positive body image by four final year students from the Wee Kim Wee School of Communication and Information. Targeted at female college students aged 18-24 years old, this campaign aims to promote positive body image as a preventive measure against eating disorders. Primary and secondary research has found Singaporean college women to be dissatisfied with their body. As a result, they strive to be thinner due to the perceived social and cultural preference for thinness. Studies have also pointed to poor self-esteem as an important predictor of body image concerns, dieting, disordered eating, and eating disorders which suggests improving this factor as an effective preventive measure. As such, the “Love, Me” campaign seeks to take on a self-esteem-based approach to build women’s resilience against the unrealistic societal body image ideal presented in the media. The campaign engaged our target audience through on-the-ground publicity initiatives such as on-campus pledging booths and online through various meaningful contests and activities, culminating in a final exhibition in collaboration with Singapore General Hospital. This paper includes holistic research that guides the key campaign strategies. It also outlines the planning and execution of the campaign tactics and covers an extensive evaluation of the efforts and effectiveness of the overall campaign. Evaluation includes pre - and post- campaign surveys, metrics from online platforms, as well as an analysis of media coverage. Lastly, it also points out future directions and recommendations for the campaign. Included at the end of the paper is an appendix supplementing the main text with documents, collateral designs and detailed findings presented in the form of tables and charts.