You Are The Concept
The concept You Are , promotes positive body image, and the words used focus on realistic and natural ideals that the audience can aspire to, the words are metaphors of the products. Depth to the campaign is through social media using the hash tag ‘iam’ which gives the audience a voice, and allows them to be sociable with the Body Shop.
1/4 Amy Hill
You Are
Audience, Function, Context The posters are aimed at late-teenage to mid twenty year old females, who are interested in natural beauty. The posters are bright and feminine, the messages are emotive and promote positive thoughts and feelings, this would capture the attention of the audience. The A2 posters would be displayed in Body Shop windows and could be used as posters instore.
2/4 Amy Hill
You Are
Social Campaign The social campaign follows the message of the posters. The campaign focuses on the amount of pressure the media puts on women in todays society. Stating the unrealistic values of the media and how they focus solely on appearance. All of the messages in the You Are poster range favor personality and individuality.
3/4 Amy Hill
You Are
Interactive: Online/Print Interaction with the You Are campaign would be through social media. Each of the posters have the hash tag ‘iam’ this is to be followed with the product name, and so the audience are encouraged to leave tweets, pictures and comments about their favorite product, and why it makes them who they are, or why it makes them feel good. Leaving feedback would enter them into a national competition in which they could win a years supply of the product they commented on. This also means the Body Shop would gain useful feedback and it encourages interaction with the target audience.
4/4 Amy Hill