BodEquality is an initiative to challenge the view that using only thin models in advertising and branding is a socially responsible stance.
Advertising codes are currently of the view that: “the use of thin models itself is not considered socially irresponsible”. Bodequality argues, that yes it is, if a brand uses only one type of body to sell its products, this sends a clear, warped, unrealistic view of the world.
The mission of BodEquality is:
To petition against the current position of the Committee of Advertising Practice.
To highlight the widespread impact this has on wellbeing and health.
To celebrate ALL shapes and sizes in the world around us.
To campaign to promote body acceptance, equality and respect throughout models across media platforms and visual merchandising.
To offer widespread education about body image, through school programmes and speaking engagements.
BodEquality is created by activist Emi Lou Howe, whose life’s path has well prepared her for the job. From being a teenager of the Xennial Generation (the last to grow up without technology – an analogue childhood / digital adulthood), feeling early pressure through images and magazines, gaining a degree in Sociology, working for the biggest-selling young women’s magazine, owning a business in body therapy, surviving cancer through body adaptations and herself appearing in a number of adverts…
Emi has been published on/in: The Mighty, more! magazine, Huffington Post, Sky, Company, Read-Learn-Write, Malmaison, Elegant Traveller and writes / collates blogs: howedoyoudo.com, calmcraft.com and mummyoneboob.com