An agency in Gateshead has been hired to help develop actress and activist Jameela Jamil’s IWeigh campaign.
IWeigh was launched by The Good Place star in March 2018 to encourage women to be more body positive after she drew attention to an Instagram post detailing how much each of the Kardashian family weighed.
In response, Ms Jamil shared her own post outlining her achievements, quirks, likes and passions rather than her weight, which caught the imagination of the online community.
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Since then IWeigh has garnered a global Instagram following of more than one million.
Now Sail Creative - which was founded in 2016 by Mandy Barker - has been appointed after an international process to work with IWeigh’s teams in Los Angeles and London as it expands into international brand partnerships, health, wellness and mass participation events, and exhibitions.
Sail’s work will focus on user-generated content and building a community which is safe, radical and optimistic.
Meg Ellis, brand director of IWeigh, said: “We chose to work with Sail Creative largely in part due to their female-led team and clear dedication to social change through design.
“Their approach to working with clients is a fresh departure from the standard creative process, and the bold graphics and strong concepts and messaging they developed alongside our team, reflects our mission effortlessly.
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“It has furthered our impact on a global level, reaching more audiences and strengthening relationships with world-known brands. We love our updated brand and are proud to have Mandy and Sail as a part of our story.”
Ms Barker added: “Our approach to branding as a movement, to making brand communications meaningful, reflects the new ways in which audiences engage both online and offline. We value authentic activism and radical inclusivity, and it’s been incredibly rewarding to devise the new brand for IWeigh as well as the current campaign I Will.”
To date, IWeigh has helped in changing global policies around diet and detox products being shown to children on Facebook and Instagram. The campaign is also currently campaigning for two bills to reach the US Senate.