Trajectory LLC (http://www.trajectory4brands.com)
Fat Talk Free Week is an international body activism campaign focused on the damaging impact of the thin ideal on women. With eating disorders impacting ten million women in the U.S. (which is more than are suffering from breast cancer), Fat Talk Free Week's goal is to motivate women to change the conversation to create a more positive body image for women everywhere!
“Negative body image is a far-reaching issue in today’s world and it affects people we all know and love,” said Randi Brody, executive vice president/partner at Trajectory. “We were honored to be chosen by Delta Delta Delta (a leader among social Greek organizations)
“We had complete confidence that the Trajectory team would create a powerful, original and attention-grabbing viral video campaign that would help us spread our message of positive body activism,” said Stacy Gillard, Director of Marketing, Tri Delta. “Together, we can reach countless women and girls to help them learn to love their bodies and to raise important awareness about the healthy ideal.”
The centerpiece video kicked-off a 5-day public awareness effort October 19-23, 2009 , promoted through a variety of grassroots and social media efforts throughout the year. The mantra of “friends don’t let friends fat talk” encourages women to consider how words can perpetuate negative body image issues and to band together to end fat talk by sharing the video with those they care about. Viewers were directed to a dedicated microsite that provides more information and interactive tools relating to Fat Talk Free™ Week and the Reflections program. It also provided resources for individual college campuses to join the cause.
