Label Me Human
CHNGE_social campaign
Fashion and beauty push a fantasy—flawless, filtered, fake. We called BS. Put models with real skin—scars, vitiligo, acne, all of it—front and center. Then gave them the mic (and the pen) to clap back at the trolls themselves. Not just body positivity—body power.
PRESS
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PHOTOS + JOURNAL ENTRIES
Each model confronted a personal stereotype, displayed on their face, as they shared their journey through raw journal entries.
SOCIAL
The campaign went viral organically.
Nine carousel posts generated 5M+ impressions, 750K+ likes, 70K new followers on @chnge Instagram in one week, and $250K in paid media.
MOOD BOARD
Copywriter + Producer: Jordan Wissler
Photographer: Peter Devito