ICON and Butterfly Foundation partner in new campaign to help Australians rethink negative self body talk
Icon Agency (ICON) has partnered with the Butterfly Foundation to launch a new integrated campaign encouraging Australians to consider whether they speak to themselves with the same kindness they would show a friend.
As part of Butterfly Foundation’s month-long annual BodyKind initiative, the campaign aims to help parents, educators, sporting communities and the wider general public foster more supportive environments around reframing negative body image self-talk.
Built around the question, “would you say that to a friend?”, the campaign contrasts the reassuring and compassionate way people respond to someone they care about with the sometimes critical language they may direct towards their own bodies, or feelings about themselves. The campaign seeks to encourage Australians to make a small but meaningful shift towards kinder language, towards themselves and others.
The campaign reflects Butterfly’s evidence-informed BodyKind approach, which focuses on practical everyday actions that can reduce body dissatisfaction while strengthening protective factors. These factors can include self-compassion, body appreciation and positive relationships with food and movement.
ICON developed the campaign strategy and creative platform, overseeing production of the hero film and social cut-downs, alongside paid media, earned media and community outreach. The hero film can be seen here.
The campaign will run throughout the month of August, with audiences directed to register for Butterfly’s free BodyKind resources and webinars for families, educators, coaches and activity leaders.
Melissa Wilton, Head of Communications and Engagement at Butterfly Foundation, said, “Body image is shaped by far more than what people see in the mirror. But we know so often our inner self-talk can be a major factor in how we think about ourselves, and how we think the world sees us.”
“BodyKind August is not about expecting people to love their bodies every day. It is about taking small, realistic steps in regard to how we treat our own bodies, and the bodies of others, with greater kindness and respect - the same we would give to a friend, or even a stranger.”
“This campaign makes that idea immediately relatable. By asking whether we would speak to a friend in the same way we speak to ourselves, we hope people will pause, reflect and consider the role they can play in creating a more BodyKind Australia.”
Tom Lock, ICON’s Head of Queensland, said:
“Body image is an incredibly sensitive and complex issue, so it was important that we didn’t seek to create a campaign that felt instructive or overwhelming.”
“The simple tension is that most of us instinctively know how to show compassion to someone we care about or a stranger on the street, yet often struggle to extend that same compassion to ourselves, even when it feels so simple - or obvious.”
“We are proud to have worked with the Butterfly Foundation to translate its evidence-based BodyKind approach into a purposeful, accessible campaign that gives families, educators and sporting communities a moment to pause and reflect, and with a practical place to begin the conversation.”
BodyKind August is Butterfly Foundation’s annual awareness initiative for schools, families and sporting and activity communities. Its free, expert-designed resources provide practical tools to support positive body image, encourage early intervention and help adults create safer environments for young people.
More information and resources on BodyKind resources can be found here.