SYDNEY: Girlfriend magazine is making a concerted effort to change the image-obsessed mentality of its young female readers with a campaign preaching self respect.
The Pacific Magazines-owned title today (1 November) launches its “self respect” campaign, in partnership with department store Supre, encouraging its teen readers to take their mental and physical wellbeing more seriously.
As part of the campaign, Girlfriend is changing the language used throughout the magazine on issues surrounding weight loss, diet and exercise.
“Have you lost weight” type comments will be dropped in favour of confidence-boosting compliments about personality and work achievements. A crackdown on foul language is also being introduced.
The magazine is introducing “reality check” logos, which alert readers when photoshop or professional make-up artists have been used for photo shoots.
The cover of the December issue carries the first reality check logo under an image of Mischa Barton, which says “it took 27 people to get this cover shot perfect”.
A recent online survey of Girlfriend readers and found that 77% feel there is pressure to be thin, while 56% of girls feel that magazines have a negative impact on how girls feel about their body.
Girlfriend editor Sarah Oakes said the “reality check” logos may be integrated into the magazine's advertisers.
In addition, at least 10 pages each month will be dedicated to physical and mental health, and a relaunch of the GF Guru section will see it grow from two pages to six.
Online will play a big role in the campaign. Readers will be asked to fill out surveys online, and vote for celebrities who promote self respect, as well as those who don’t. The latter will be dumped from the magazine.
Readers can also sign up to have positive compliments sent to their inbox each day. These will not contain any advertising.
While the official self respect campaign will run for about 12 months, changes to the magazine, including “reality check” logos and editorial changes will stay.
Oakes said while the aim of the campaign is to see more focus on physical and nutritional education, Girlfriend also aims to close the cap on its nearest rival and market leader in the teen category, ACP Magazines' Dolly.
Audit Bureau of Circulations data from January to June 2006 showed Girlfriend trailed Dolly by 15,111 sales.
“We’re certainly working to close that gap,” Oakes said.
“Girlfriend is a much younger brand than Dolly, and we want to position the magazine as an innovator, leader in trends and a magazine that everyone is talking about.
“We’re making changes to the magazine that will inspire everyone that reads - and works on - it to treat their bodies and minds with self respect,” she said.
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