It was started by a group in Italy and is building momentum across Europe and now in the States. An English version of their site and materials was made available on April 30th.
The group goes around trying to promote individualism and to encourage real people with real imperfections to replace the false images of ad campaigns.... They do this by covering up billboard images with... alterations.
It's a bold agenda, and one that a lot of people resonate with. Of course, the Dove Real Beauty campaign was an attempt at that and it was sadly unsuccessful. But maybe that's the wrong approach.
Here is some of their handy work...
What do you think? Do you agree with their aims? Do you think it will have an impact?
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