No Bodies Perfekt: A speculative body image awareness and intervention campaign

Abstract

Extreme dieting, exercise, cosmetic surgery, substance abuse, disordered eating, mental and physical health conditions are issues linked to the development of a negative body image. It is a significant issue in contemporary society and one of the top personal concerns of Australian adolescents. While many body image awareness and intervention campaigns have previously been deployed to combat this issue, there has been little research into the visual design of these campaigns. This doctoral project aims to demonstrate that visual designers using a practice-led designer-as-producer approach, rather than following the traditional designer-as-serviceprovider paradigm, can improve the efficacy of body awareness and intervention campaigns. My self-directed ‘designer-as-producer’ focus was informed by and responded to the contexts of body image in contemporary culture, contemporary visual design practice, and existing approaches towards body image awareness and intervention campaigns. To this end, a series of methods were employed, including creative studio practice, reflective analysis, and synthesis. These methods of investigation continuously informed each other, revealing new insights and suggesting further actions to be taken. One of the findings of the research was the problematic use of photographic imagery in this field. As an alternative to photographic imagery, my creative outcomes explored the use of hand-lettering to communicate body shape diversity through metaphor. The application of lettering also positioned my outcomes against mainstream consumerist culture by rejecting standardisation and promoting care and uniqueness. Working in a designer-as-producer capacity also allowed me to develop perspectives and modes of engagement that vastly differ from existing approaches used in body image awareness and intervention campaigns. The research project culminated in a speculative body image awareness and intervention campaign titled No Bodies Perfekt. Incorporating statements and messages found to be effective in changing perceptions around body image and media literacy, No Bodies Perfekt utilised augmented reality to disrupt physical advertising in the public sphere with hand-lettered digital overlays.