How To Approach A Body-Sensitive Campaign In Riyadh

As an advertising agency in Riyadh, you are tasked with conceptualising a campaign for body positivity. It is a topic fraught with several challenges, least of which is approaching it with sensitivity. Body positivity is a growing trend around the world, with many people engaging in conversations about how all sizes and shapes of human beings are beautiful. So how do you design a campaign for your client? Consider the following points:

#1 Choose a positive tone of voice.

The tone and tenor of your campaign set the ground for the campaign’s success or failure. A topic like fat/thin shaming, or body sensitivity or even stigma attached to physical disability, must be approached humanely and with empathy. Most people are hesitant to talk about body positivity, or even how they feel about the state of their bodies. The campaign must have a friendly tone of voice, that brings out positive emotions without disparaging the target customer. However, it must succinctly get its message about its product or service across.

#2 The consumers need to know that they should not be ashamed.

Images of skinny, fair and good looking models and celebrities in the mass media have established themselves as the norm for all bodies, whether male or female. These unhealthy standards of beauty result in confusion, bitterness, and revulsion about one’s body that does not fit these stereotypes. The feeling of shame about being overweight can be immense – but the campaign must engage the consumer in a conversation such that they feel that it is normal to be ashamed, but that there is a way to move past it. Advertising companies in Riyadh promoting plus size clothing or medicines for slimming, for example, need to note this.

#3 The campaign must show a genuine desire to help – choose the right call to action.

It is not enough for the campaign to merely point out that a problem exists – there must be a call to action to work on the problem and set it right. Start by showing genuine compassion for the problem and its sufferer. Next, move on to suggesting affirmative goals and remedial methods. Advertising agencies in Riyadh must be even more sensitive when addressing body positivity arising out of gynaecological problems, for example, especially in a conservative market like KSA. The target consumer must feel reassured and that they have a friend who is willing to listen and offer support.

#4 Find humour, but within reason and bounds of sensitivity.


It is said that laughter is the best medicine. Humour can dispel tension and make it easier to look at a critical situation with a more positive bent of mind. But humour should not be ill-placed: it cannot be used to poke fun. A catchy, sassy campaign will definitely have recall value and get more eyeballs, but it will also alienate instead of unite. Humour can be used in the campaign provided it is laced with sensitivity.