Self Love GLOBAL CAMPAIGN
Creative Lead on the global self-love campaign at The Body Shop.
In an age of fraction, distraction and a deficit in self-care, we wanted to encourage our audience to recognise the value of, and practise greater, self-love. To rise up, to lift themselves, each other and to create positive change in the world.
Photographer: Clara Nebeling
Director: Louis Mackay
We discovered, from our own global survey, that nearly 1 in 2 people felt more self-doubt than self-love, so we created what we hoped would be a game-changing movement that reached out, spoke to and encouraged women and girls all around the world to make a positive step to recognising their own power, potential and worth.
The objective was to generate 1 million acts of self-love, globally, in one year.
Social videos
For the campaign launch, we introduced four UK based self-love ‘Leading Lights’, who spoke passionately about their own personal journeys to self-love, via our social channels and in-store.
The short form, documentary style videos were captured by Director Louis Mackay. We wanted to shoot our leading lights in settings that were personal to them, so recreated eight different spaces with set Designer Kat Hawker.
While our campaign launch content set the tone for a further 70 remarkable and diverse Leading Light stories to be told through our global platforms on Instagram, TikTok and YouTube; spreading the self-love message and movement from country to country.
The campaign was displayed in 70 countries around the world and we smashed our 1 million acts of self-love in just a matter of months.
We also hosted an Instagram live which was co-hosted by activist Jameela Jamil and self-love expert, The Millennial Therapist. They discussed advice about how to start your own self-love journey and over 6,000 people tuned in with a further 300,000 who watched it at a later date.
