An Anti Fat-Shaming Campaign Proposal for #TheRecruit2014
Billa Ashaninka

"Persistent, offensive, abusive, intimidating or insulting behaviour,
abuse of power, or unfair punishment which upsets, threatens
and/or humiliates the recipient(s), undermining their self-
confidence, reputation and ability to perform."
Bullying at work: how to tackle it. A guide for MSF representatives and members: MSF 1995

A very specific type of bullying, based on someone's body weight, ranging
from teasing to active alienation of the target. Targeted mainly at girls, and
done by girl bullies. The effects are low self-esteem, eating disorders, even
depression.

Study in 800 kids of
3rd-6th grade
reveals that 'fat kids'
have twice the risk
of being bullied at
school.
SOURCES : 1. Rader Programs (2014) http://www.raderprograms.com/causes-statistics/media-eating-
disorders.html 2. https://www.facebook.com/permalink.php?story_fbid=232504776810699&id=230370283690815 3. Rader Programs
(2014)http://www.raderprograms.com/causes-statistics/media-eating-disorders.html
4. http://www.ibudanbalita.com/index.php/diskusi/Benarkah-Anak-Gemuk-Rentan-Alami-Bullying
"...The obese child was
rated less attractive than
a child with a facial
deformity, a child in a
wheelchair and a child
who is missing a limb.“
"Adolescent girls in
the US are more
afraid of gaining
weight than getting
cancer, losing their
parents or nuclear
war.“
There's a kindergarten kid
in Indonesia who refused to
go to school and insisted
that she needed to diet
because her friends had
been calling her 'fat'.
in
2011,
2x

BODY POSITIVITY
Body Positivity brings the message of redefining beauty. In our case, it means that 'fat' is an
adjective without negative connotations, weight is not the sole barometer for health, and
that every shape and sizes of human bodies should be accepted, celebrated, and ultimately
loved, because you cannot take care of something you don't love, and your body is the only
body you're going to get in this life. No take-backs, no do-overs.

To help in eradicating fat-shaming in the society
by spreading the belief that beauty is not a size,
and that every shape and size of human bodies is
a gift and should be accepted &celebrated.
Campaign Objective // Communication Message

TARGET
DEMOGRAPHICS
School
Family
Kids &
Teens
1
2
3
Kids and Teens
Family
School
Bullying is known to escalate in the later
years of elementary school, peaks in
middle school, and then dissipates by
high school
Positive parent-children relations have
been proven to help victims and
change bullies.
As kids and tweens’ ‘second home’,
schools must be involved in anti-
bullying movements. Researchers have
demonstrated that bullying in schools
is universal.
(1) Hamilton, Jill. Ed. 2008. Bullying and Hazing. New York, NY: Greenhaven
Press (2) http://familymatters.vision.org/FamilyMatters/bid/34439/Bullying-
The-Family-Connection. (3) Bingham, Jane. 2010. Taking Action against
Bullying. New York, NY: Rosen Publishing.
Community
4 Community
In a wider scale, a supportive, inclusive
community will make sure that the
positive values will not regress in time.

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2

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3

•Point-of-view
consolidation in team
•Meetings and discussions
with potential partners
(KPAI & Ministry of
Education and Culture),
ambassadors and
celebrity partners
•Preparation for campaign
materials, website-
building.
•Public Activities / Grand
Launching: Fashion Show,
Bazaar, Photo Exhibition,
Talkshow, website launch.
•School Visitations (target:
25 elementary schools
and 25 junior high schools
in Jakarta)
•Cyber Campaign
•Monitoring of Body-
Positive schools
•Anti-bullying / Advocacy
line callers
•Participants of School
Visitations and Public
Activities
•Social Media Conversation
•Media Coverage
Time needed: 5 months Duration: 6 months

BUDGET ESTIMATION
i. Ambassador Rp 45.000.000,-
ii. Grand Launching Rp 375.000.000,-
i. Fashion Show Rp 150.000.000,-
ii. Photo Exhibition Rp 50.000.000,-
iii. Talkshow Rp 75.000.000,-
iv. Venue Rp 100.000.000,-
iii. School Visitations x 50 Rp 260.000.000,-
i. Materials Rp 60.000.000,-
ii. Speakers (x2 persons x 50 visits Rp 200.000.000,-
iv. Promotions Rp 175.000.000,-
v. Team Fee Rp 100.000.000,-

“Love your body.
It’s the only one you will ever
have.”
Miranda Lambert