| Title | March Unfiltered |
| Agency | TBWA Group New Zealand |
| Campaign | March Unfiltered |
| Advertiser | Bodyright |
| Brand | Bodyright |
| Date of First Broadcast/Publication | 2022 / 3 |
| Business Sector | Institutional/Public Interest/Non-Profit Org. |
| Philosophy | Global initiative Bodyright, from TBWA\New Zealand, is continuing its fight against unethical retouching and misrepresentation of the human body with ‘March Unfiltered’. The new campaign, which consists of a week of active support between March 28th and April 3rd, encourages brands, influencers, and advertisers of all types to flood their feeds only with authentic images that remain unfiltered and unretouched. |
| Problem | The increasingly widespread use of filters has already been shown to exacerbate issues with mental health, body image, and self-esteem. Girls and boys alike report feeling worse about themselves after scrolling through Instagram, comparing themselves to the swathes of airbrushed and unrealistic bodies before them. Evidence from the American Academy of Facial Plastic and Reconstructive Surgery even reports that some users are undergoing cosmetic procedures in an attempt to look more like their online selves. In such a climate, it’s more important than ever to ground people back in reality. Whilst many governments have discussed legislation, Bodyright launched last year and took the opportunity to lead this movement, encouraging people and brands to take a stand. The movement is centred around Ⓑ, a unicode symbol free for anyone anywhere to use on their images or social profile. Just as the copyright © communicates proof of ownership, the Bodyright Ⓑ will communicate proof of unretouched authenticity, reminding viewers of what bodies really look like - sharing realistic weights, scars, skin tones, pores, acne, and body hair. These images will not only celebrate authentic, unedited bodies, but raise awareness for the issues surrounding deceptive filers and unethical retouching apps. Rather than focus on the artistic or visual, the Ⓑ will verify that what you see is a true representation of a human body. |
| Media Type | Television |
| Length | |
| Chief Creative Officer | Shane Bradnick |
| Creative Director | Wiktor Skoog |
| Chief Executive Officer (CEO) | Catherine Harris |
| Creative Team | Poh Leongkok |
| Creative Team | Junior Creative Producer |
| Production Company Producer | Jodi Hari |
| Production Company Producer | Tom Colbeck |
| Business Director | Briar Kensington |
| Business Director | Ruth Coulson |
| Group Business Director | Ian Benet |
| Business Manager | Helena Nuich |
| Social | Lydia Campbell-Robinson |
| General Manager | David Parkinson |
| Director of Operations | Katie Oliver |
| Project Manager | Rachel Dinh |
| Production Company | Good Oil |
| Director | Josiah Watson |
| Director of Photography (DOP) | Jake Munro |
| Executive Producer | Andrew McLean |
| Managing Director | George Mackenzie |
| Colorist | Matic Prusnick |
| Special Effects / VFX | Richard Borg |
| Composition | Cam Ballentine |
| Sound | Cam Ballentine |
| Photography / Illustration | Troy Goodall |
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