elf-love is the strong sense of respect for and confidence in oneself. It is different from narcissism in that as one practices acceptance and detachment, the awareness of the individual shifts and the individual starts to see him or herself as an extension of all there is. Ultimately, the identification of “I” from a personal individual perspective, shifts to “I” from a perspective of consciousness or life being experienced from the perceptual point of view that we call by our individual names. Marie Claire South Africa, in its annual body issue, asked six advertising agencies to design posters that challenge our perceptions on what the perfect body is. Would any of these campaigns alter the way you feel about your body? “We don’t all have the same body type but, regardless of this, we are all perfect. So, what is it going to take for you to love your body?” writes editor Aspasia Karras. We’ve included here the entries from The Jupiter Drawing Room, M&C Saatchi, Ogilvy, King James, TBWA and Canvas Lifestyle.

“Love the body you’re in” is the slogan the Marie Claire Body Issue aims at conveying to all the ladies who wished they had another person’s features. This campaign has a very strong and admirable message for the women who don’t appreciate natural beauty. Hence, the ad uses strong powerful images that will haunt many for quite a while. The campaign reinforces natural beauty and changes the thoughts of what makes imperfection. One look at the Marie Claire Body Issue will make many think twice before complaining about looks again.

“You wish you had Stephanie’s skin, and Stephanie wishes she had Tasj’s boobs, and Tasj wishes she had Cassie’s legs, and Cassie wishes she had Emma’s eyes, and Emma wishes she had Dineo’s hair, and Dineo wishes she had Tam’s ass, and Tam wishes she had Naomi’s body, and Naomi wishes she had Tina’s thighs, and Tina wishes she had Zwe’s stomach, and Zwe wishes she had Alex’s mouth, and Alex would kill to have your freckles. Love what you got.” (King James)

“Add crow’s feet for watching kids soccer matches. Add freckles from long lazy days on Clifton. Add laugh lines from girls nights out. Add scar from first dog Roxy. Add centimetres from winter night hot chocolates and box set DVDs. Add caesarean scar from your first born son. Add tan line from wedding ring. Add cellulite from your favourite heavenly chocolate brownies. Add scar from climbing a tree in the back yard. Add blisters from your favourite pair of Jimmy Choos. Love the body you’re in.” (Canvas Lifestyle)

www.marieclairvoyant.com