We chose to do a campaign on something that is very relevant within youth culture. Our campaign was based on 'Real beauty'. To do this we got into groups, I was with 3 other people - Kate, Dale and Kelly. At first we brainstormed various ideas until eventually coming up with the concept of real beauty. This, in turn, was inspired by a similar campaign by Dove.
Our task was to take photos of our own friends and discuss with them what they would change about their physical appearance, whilst also encouraging them to appreciate their natural beauty. We were shocked to see that people we know and love for who they are would want to change such things as their nose, lips or hair in such drastic ways.
We then edited together a video, incorporating all the photos and their responses. Each photo would be displayed for around 5 seconds, with a caption that contained that particular person's response. The video itself started with a short introduction containing various facts and statistics, such as "80% of women say that the images of women on TV and movies makes them feel insecure", a fact we were also shocked to learn.
Eventually the video leads on to a new set of photos, this time of plastic surgery gone wrong or to the extreme. This was a series of unnatractive photos with the hideous results of surgery and botched operations all in the attempt to look "beautiful".
We asked our friends if they would go to these extremes to ammend their appearance, with mixed results. Some said they would opt for plastic surgery, whilst others said they wouldn't. From a personal point of view, I would say that none of the subjects used would even need to take such steps to improve themselves were all already much more beautiful than the ugly women used in the photos of the botched operations.
The next task was to find a suitable soundtrack for our video, which was to be uploaded onto YouTube and shown to the class the following week. We, again, brainstormed several ideas
for songs, particularly those about beauty. After ideas including James Blunt's 'Beautiful' and Christina Aguilera's 'Beautiful' we finally decided to go for another appropriately named song called 'Ugly' by the Sugababes.
In the final part of the video we used another series of photos, this time of ourselves as well as our friends in their element; having fun with no concerns to the things they dislike about themselves yet still looking beautiful as they are. The lyrics of the song we thought fit in well with the subject matter, e.g. "People are all the same, we only get judged by what we do, personality refelects name, and if I'm ugly then so are you."
We chose this song as it wasn't as clichéd as the other choices.
We were happy with our finished product, and this is what we came up with:
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