Positive Body Image
Media Code of Conduct
Statements of Support
Positive Body Image Grants
The Body Image Inquiry
The Positive Body Image Strategy
Useful resources and information on understanding body image
Key partners
“Body image” is about more than eating disorders – it also relates to self-esteem, body esteem and healthy lifestyles.
The Victorian Government was the first government at any level in Australia to undertake a statewide inquiry into the impact of negative body image on young people. A strategy was then developed with a grants component.
Read Key Facts about Body Image and Effect in Australia (PDF 100 kb) or (Word 913 kb).
Voluntary Media Code of Conduct
Research shows that both females and males often compare themselves with idealised images seen in the media. Studies show that viewing idealised magazine images can lead to increased depression and decreased body satisfaction.
The Code is designed to encourage the fashion, media and advertising industries to place greater emphasis on diversity, positive body images and a focus on health rather than body shape.
In doing so, the Code aims to decrease young people’s vulnerability to feelings of low self-esteem, disordered eating and negative body image associated with exposure to idealised, unrealistic images in the media and advertising.
Read the Media Code of Conduct (PDF 962 kb) or (Rich Text 10 kb).
The Report
The Minister for Youth Affairs was tasked with establishing a Media Code of Conduct on Body Image. The Report of the Media Code of Conduct is a comprehensive report written by the Body Image Working Group in response to the Positive Image Parliamentary Inquiry.
Read the Report of the Media Code of Conduct (PDF 208 kb) or (Word 268 kb)
The Code outlines key recommendations for the media including:
Altered and Enhanced Images
The use of unachievable and unrealistic digitally manipulated images of people in the media is discouraged. If such alteration has occurred, digitally altered images should be disclosed and accompanied by a ‘tag’ stating that “this image has been digitally altered” to help young people make a balanced appraisal.
Diversity in Shapes
Consideration should be given to the inclusion of a variety of body shapes, to provide fair representation in both editorial and advertising images.
Fair Placement
Consideration should be given to the editorial context in which diet, exercise or cosmetic surgery advertising is placed.
Modelling Health
Glamorisation of severely underweight models or celebrities is potentially dangerous; effort should be made to depict people of healthy weight and size.
Why is the Victorian Government supporting a Voluntary Code?
The Victorian Parliamentary Inquiry into the impact of negative body image on young people identified an important part of the jigsaw when it comes to the development of body image. Unrealistic images promoted in the media, advertising and the fashion industry can affect the way young people feel about themselves.
As one young person told the Inquiry, “You end up missing most of your life trying to be perfect.” One of the key recommendations of the Inquiry was to develop a voluntary code of conduct for the display of images in the media.
A number of key people from the media, fashion and advertising industries then advised the Government on the role the media can play in the responsible portrayal of images to young people. This four-point voluntary code of conduct is the result. The Code asks that consideration should be given to the potential effect of unrealistic and unattainable images on the self esteem and resilience of young women, young men and children.
Read Key Supporters of the Code (PDF 144 kb) or (Word 2689 kb).
Why should you support the Code?
Businesses and organisations are being asked to support the Code and to promote its aims to their industries, colleagues and the community.
By supporting the Code, individuals and organisations are taking a positive step that will be recognised by consumers and will have a real impact on young people. Code partners will be provided with a range of opportunities to promote their support.
To become involved, find out more, make suggestions or get a speaker to an event, email the Positive Body Image Manager at the Office for Youth.
Positive Body Image Grants 2008
The Positive Body Image Grants are one component of the broader $2.1 million Teenagers 'Go for your life' Positive Body Image Strategy and will be available for four years from 2007 - 2010.
The 'Go for your life' Positive Body Image Grants 2008 will fund community-based activities that promote positive body image messages, healthy lifestyle choices and build self esteem.
Grants of $5,000 are available for projects that target young people 12 - 25 years and actively involve them in the management of the project.
The Positive Body Image Grants were successfully launched last year to promote positive body image to young people. Successful grants demonstrated a clear understanding about the issues surrounding body image including encouraging healthy lifestyle choices, increasing self-esteem and confidence in young people. Young people were also integral in the development, delivery and evaluation of the project to ensure that activities met both their needs and interests.
View the full list of funded projects (Word 37 kb).
Useful Resources and Information on understanding body image
Victorian Government Inquiry into Body Image
A public inquiry was conducted in 2005 and received submissions from young people, families, teachers, health professionals and the broader community.
What young people said
Many of the submissions described feelings and attitudes about body image, such as:
- “Every day my girl friends find new things about their appearance to hate. If you tell them they’re pretty they don’t believe you.” (Ali, 14)
- “We usually rely on television and magazine models to let us know how to look, rather than how to feel." (Roxanne and Catrina, 13)
- “My sister got an eating disorder at school when she was in Grade 1 when she was told that her packed lunch would make her look fat.” (From the Young Women Shaping the Future Conference)
- "I know with my male friends that the issues is just as bad for young men and the outcome is often more devastating." (Shaun, 19)
- "I would like to see more magazines with healthy girls. They could be big or small girls as long as they honestly eat healthily and exercise, and also some more info on proper diets.... none of these silly fads." (Erin, 19)
- "Associating clothing not just with a look, but with a whole feeling, an emotion could help with the increase of good body image." (Rachel, 18)
Read the Government Response to the Parliamentary Inquiry into Body Image.
The benefits of positive body image
Having a positive body image is essential. A healthy self esteem helps young people to face and overcome many of the challenges of life. The stronger one's self esteem, the less vulnerable one is to negative influences. Having a positive body image helps young people to be their best - at school, in sport, with family and friends.
It's not easy for young people especially to be positive all the time about themselves. Yet having the skills and knowledge to be resilient helps young people to value individuality, accept difference, address the limitations that our culture can place on young people and expand their options.
The Government's Positive Body Image Strategy
Following the inquiry, the Victorian Government allocated $2.1 million over the next four years to a Positive Body Image Strategy (PDF 784 kb) to implement a majority of the recommendations, as part of the Go for your life campaign.
Go for your life is about providing opportunities for young people to develop their skills and awareness of a healthy lifestyle which leads to being active, confident and resilient members of their communities.
The Positive Body Image Strategy involves funding for community awareness, education and training. Grants will be provided to programs running awareness and education in the community about addressing negative body image. The successful Girls on the Go! will be extended across regional Victoria and metropolitan Melbourne. Other programs that are funded will be actively promoted and disseminated.
The Positive Body Image Grants aim to support local communities to implement positive body image health and wellbeing programs involving:
- Community education
- Practical skills and learning
- Information and awareness
- Peer group support
- Resources and tools
The focus is on strategic partnerships to promote positive body image and to encourage the media to use more realistic images and messages to young people. During 2007, the Government is committed to establishing a media code of conduct on body image. A forum for young people will be held to de-mystify how digital imaging is used to enhance body shapes and sizes.
Key partners
Some of the key community partners include the:
- Girls on the Go program at the Greater Dandenong Community Health Service, Springvale Community Health Centre
The Butterfly Foundation
- Bronte Foundation
- Queen Victoria Women's Centre
- YWCA, Victoria
- Eating Disorders Foundation of Victoria
- Centre of Excellence in Eating Disorders
Key agency partners are Go for your life and the Department of Human Services; the Department of Education; Sport and Recreation Victoria, and Community Engagement, Department for Victorian Communities.
More information can be found from:
Youthcentral Go For Your Life Better Health Channel Web Site Updates
DPCD's websites are progressively being updated to reflect the changes following the establishment of the
department. This means you will continue to see some references to the Department for Victorian Communities
(DVC) as changes are being made.
Linked page opens in a new window