I Am Proud’s Body Proud has unveiled a new campaign to “flood TikTok with positivity” as the #summerbodyready hashtag begins to trend.
According to Body Proud, the viral hashtag #summerbodyready has garnered 12 million views on TikTok, while #summerbody has amassed over 1.9 billion views.
The sister brand of Skin Proud’s #noBODYlikeyou campaign aims to reduce the pressure Gen Zers feel to be summer body ready, instead encouraging them to feel positive about the skin they are in.
To launch #noBODYlikeyou, Body Proud is teaming up with positive affirmation TikTok creator Alethea Francis Crimmin, who boasts 1.3 million followers on the platform.
Body Proud is encouraging its community to upload their own TikTok video of self-love to champion the power of positivity.
For the campaign, the brand is also teaming up with Body Positive Alliance, a Gen Z student-led non-profit organisation, which said that Body Proud’s work aligned with its advocacy for acceptance, representation and fair treatment for all bodies.
"With summer in full swing, there are added pressures that are being showcased across social media platforms to portray perfect and often unrealistic body images,” said Nora Zukauskaite, Global Marketing Director at Body Proud.
“We are proud to be raising awareness and championing positivity to uplift and support Gen Zs and our community, by celebrating #noBODYlikeyouand promoting positivity to create a positive conversation.”
The#noBODYlikeyou campaign follows other purpose-driven campaigns launched by the I Am Proud family.
It follows Skin Proud’s May 2023 Pay it Forward Campaign for Mental Health Awareness, and Hair Proud’s April 2023 A Cut Above campaign, in partnership with non-profit StandUp For Kids, aimed at helping grow confidence in young people.