The Butterfly Foundation has launched a new integrated campaign via creative agency ICON, encouraging Australians to rethink the way they speak about themselves and their bodies. Launching as part of Butterfly Foundation’s annual BodyKind August initiative, the campaign centres on a simple question: “Would you say that to a friend?” Melissa Wilton, head of communications and engagement at Butterfly Foundation, said body image was influenced by more than appearance alone. “Body image is shaped by far more than what people see in the mirror. Lock said ICON was proud to help translate Butterfly Foundation’s evidence-based approach into an accessible campaign.