Cant Retouch This

Campaign Creation

Problem

54% of boys are completely unaware that airbrushing takes place in advertising. As a result teenager boys think they have to look a certain way to be attractive and put pressure on themselves to attain these unrealistic body standards.

 
Insight 

Airbrushing in advertising is considered to be the norm and standard with no regard on the effect this has on young people’s mental health, when they view these images.

 
Idea 

Create a social movement #CantRetouchThis to raise awareness of airbrushing within advertising, and to create/implement a mandatory regulatory symbol highlighting when an image has been airbrushed.

Awards

Creative Conscience Awards

Advertising Category - Gold Award

 

IPA Scotland Student Awards

3rd Place Prize 

[Created out with work]

© 2020 Elliott Parry