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BetterMe promotes acceptance of one’s own physique in its new international campaign

It is titled “Vow to Myself” and is inspired by the traditional vows of fidelity to marriage Indonesia Email List.
BetterMe is an ecosystem of health and fitness apps created in 2016 that has about 95 million users

In health and in sickness, in wealth and in poverty … The rituals and well-known vows of fidelity and acceptance of the other that are made at weddings are the inspiration for the new international campaign of the ecosystem of health applications and BetterMe physical exercise, in which the brand asks its users to make these vows to themselves and learn to accept their physique in the best and worst moments.

The brand aims to promote bodily neutrality and unconditional respect and love for one’s own physique.
The campaign is titled “Vow to Myself” (which could be translated as “I vote for myself”) and with it the brand aims to “promote bodily neutrality and unconditional respect and love for one’s own physique”, with its virtues and imperfections – “with its angles and curves,” says the campaign – on days when you are radiant and when you don’t want others to see you.

The campaign has been created by the Ukrainian agency Drama Queen and expresses its aims through what the brand calls a video-manifesto. It is a one-minute piece directed by the Dutch director Ben Brand and produced by the Ukrainian Tvlab.

It begins by showing a sad-looking girl sitting in a gym locker room. The somewhat solemn music and the first words of the voice-over, which begins to pronounce that “vote for oneself” promoted by the campaign, point towards a communication in a serious tone, but immediately the mode changes to a more cheerful one and the images show the girl in different everyday situations, while the voiceover asks her to love herself when she looks thin and when she looks fat; on “Instagram days” and those when she doesn’t even want to look in the mirror; Monday when she starts a new healthier life and Tuesday when she has given up on it and is eating a platter of greasy snacks …
The video ends with the brand’s motto, “Creating happiness within” socialposts.

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