#BehindTheFilter Social Media Campaign

Overview

Social media platforms like Facebook, Instagram, and TikTok are, at their core, channels for people to connect with one another. However, Constantly seeing curated photos that depict the best facets of individuals’ daily lives can be detrimental not only to self esteem as a whole, but to body image specifically.

Social media has contributed to the unfair and unrealistic beauty standards that have plagued society for decades, yet it can also be leveraged to break down such standards and bring about a brighter future for everyone. Throughout this project, I developed the #BehindTheFilter social media campaign to show how social media can be used for good to begin to reverse the damage.

Campaign Strategy

Objectives

Raise awareness of the filtering and alterations that typically occur before photos are posted by influencers and celebrities
Embrace diversity in body shapes, sizes, colors, and abilities
Challenge traditional beauty standards and reframe the collective mindset around so-called flaws

The #BehindTheFilter campaign will encourage influencers and celebrities to become active members of the body positivity movement. In practice, it will involve fitness, lifestyle, and fashion influencers and recognized celebrities resharing their most liked Instagram post. Alongside this image, these creators will share the completely unedited version of the photo–free from filters, airbrushing, and enhancements. The posts will include the #BehindTheFilter hashtag, as well as a personal caption which examines the typical editing process their photos go through in a transparent and honest manner.

Audiences

People of all shapes, sizes, colors and abilities can benefit from a body positive social media landscape. With that fact in mind, however, the primary target audience for a body positivity movement should be those who are most affected by the harmful ideals perpetuated by social media culture: Teenage girls and young women.