JCPenney is Inclusive to Plus-Size in Its New Marketing Endeavors

By: Riley von Niessen - Jun 23, 2016
References: youtube & designtaxi
JCPenny is proving that plus-size women don't have anything to be ashamed of with a new body-loving advertising campaign called 'Here I Am.'

A video produced by the company follows a number of powerful women who know that the negative opinions of others towards their bodies does not define their worth. The lighthearted commercial promotes the hashtag #HereIAm to prompt plus-size women to celebrate their individuality and personal beauty across social media platforms. The campaign works to encourage them to share pictures of themselves with confidence along with the hashtag, creating a series of images that changes the media narrative to be more inclusive.

With this, the campaign hopes to get people to let go of the preconceived ideas they have -- working to create a more body-positive and friendly culture.