Boohoo teams up with The Brain Coach on body image campaign
Boohoo has announced a new campaign for Mental Health Awareness Week in collaboration with neuropsychologist The Brain Coach.
The move follows research by Boohoo that found 70% of its customers dislike their bodies.
The new Body Cleanse campaign aims to offer practical, habit-forming steps in the form of a seven-step plan to encourage the public to “speak more kindly to their bodies”.
The plan has been certified and created in conjunction with The Brain Coach, with the step-by-step guide taught by founder Nawal Mustafa. There is also seven-day interactive PDF plan for customers to fill out and keep.
Boohoo has recruited a selection of influencers for the project who will also undertake the challenge and encourage their audiences to get involved and change their body perception during Mental Health Awareness Week.
The plan can be followed on both Boohoo’s Instagram and website as well as on The Brain Coach’s social platforms.
El Chetcuti, head of brand project at Boohoo, said: “It is really important to us at boohoo that we use our platform for purposeful and positive change. Therefore, it felt like a really good time to work on this campaign with the amazing Brain Coach – especially during Mental Health Awareness Week. We look forward to hearing more from our community on how they felt the plan has supported them, and hopefully, it will be something that makes a lasting change for many people.”
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