We're born with flabby arms, pudgy thighs and big, round tummies. But all those adorable parts we coo over in babies, we anguish over in our adult bodies. Marie Claire Australia — citing a study claiming the average Australian woman doesn't begin to like her body until age 45 — asked six advertising agencies to create a print ad on the topic of self-esteem for women and launched a hashtag campaign #WhyWait. The goal: help women learn to appreciate their bodies now, not later.
One of the ads by OgilvyOne Worldwide features a chubby-cheeked baby in all its naked plump beauty. "She's perfect. Until we teach her otherwise," the text reads. Another one by Australian agency Airborne, a toddler girl stands on a scale, weighing herself. The caption: "Mummy, I want to be just like you." Ouch. We really do pass our weight obsession down to our daughters, don't we?
The Marie Claire experiment is a similar to Dove's "Real Beauty Sketches" where women realized how distorted their images of themselves are.
Can an advertising campaign change how we feel about our bodies? Check out all six ads — what do you think?