Project Body Love

Hearst UK and The Story Lab

Powered by an innovative, award-winning, and first of its kind research programme, Project Body Love aims to change the way women think, feel and speak about their bodies.


In Hearst's biggest ever content plan, supported by Philips and The Story Lab, our 2020 campaign spanned a range of print, digital, social media and podcast platforms. In addition, we employed ground-breaking social sentiment analysis to select influencers who would support the campaign's mission most effectively.


Knowing that body confidence impacts us all differently and following new research that only 10% of women have felt confident about their bodies in lockdown, we've trailblazed a new approach by adapting the narrative by audience and tailoring the conversation as we go. By taking an agile and responsive approach to battling body confidence - we are proud to have bolstered female body confidence by a staggering 43% and driven increases in self-esteem across every age group.