The Butterfly Foundation and The Body Shop are launching a month-long national awareness campaign which celebrates beauty in all shapes and sizes on May 3, 2010.
Your Beauty and Worth Cannot Be Measured will aim at encouraging adolescent females to stop restrictive dieting, jump off the scales and find a balance between exercising and eating.
The campaign is calling for The Body Shop customers to sign an in-store petition which will urge the Federal Government to make eating disorder a major health priority in Australia. It is intending to generate over 30,000 signatures which will be sent to Australia\’s Federal Minister for Health & Ageing, Hon. Nicola Roxon.
The campaign coincides with International No Diet Day on May 6 2010, dedicated to raise awareness of the dangers of dieting.
The participating customers are requested to abandon their bathroom scales, measuring tapes or diet books to any The Body Shop store during the month of May to celebrate body acceptance and shape diversity. And in return, they will receive a deluxe hand massage or a sample pot of their favourite The Body Shop product.
The Body Shop strongly negates unrealistic notions of beauty and uses its products to promote high self-esteem.
“We want people to better understand that eating disorders are not a lifestyle choice; they are a serious, life threatening mental illness. People suffering from them deserve compassion, dignity and better treatment from our health care system,” says Mark Kindness, Chief Executive for The Body Shop.
Your Beauty and Worth Cannot Be Measured campaign runs from May 3 â€“ 30, 2010.
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