Problem

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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 

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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 

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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.

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Awards

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Creative Conscience Awards

Advertising Category - Gold Award

 

IPA Scotland Student Awards

3rd Place Prize 

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[Created out with work]

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