Whether it’s dark marks that won’t go away, being acne-prone, weight, or features, we all have something that has caused us insecurities or pain over the years.
Self-acceptance is one of those lifelong pursuits that many people chase after, hence the establishment of the annual Women’s Day event titled Redefining Beauty Campaign.
It’s an online photography campaign that focuses on celebrating different women’s unique bodies. It’s the brainchild of a powerhouse, Kamo Magabane, who says the movement was triggered by her journey with weight gain, her love for hosting events and her desire to create an environment for women to grow, share stories and learn together.
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“Through this campaign we have started an empowerment organisation and movement that promotes self-love, confidence and body positivity. It is through this initiative that we engage in thought-provoking conversations on and off social media around topics such as self-love, mental wellness, body image, beauty standards, self-representation, and societal pressures that women face,” says Magabane.
Over the past 6 years, the organisation has had 243 women participate in the photography campaign with the photoshoots done annually and is currently a ticketed event.
“We currently have 10 campaign ambassadors in the organisation and have a database of over 650 women across the country who have shown interest in the initiative but are unable to attend as we have only been hosting in Johannesburg. The Redefining Beauty Campaign has gained traction and popularity over the years and has sparked a lot of conversations online,” she says.
The global pandemic meant that there can no longer be events, however, Magabane saw this as an opportunity to meet virtually and engage daily and weekly with inspirational women. “Since the beginning of the national lockdown, we have been hosting weekly Instagram sessions where I interview different inspirational women like Bonnie Mbuli, Dr. Tshidi Gule, Claudine Mofokeng, Busi Selesho and Nicolette Mashile to name a few. We have also started a private Facebook group which now has 1420 members and an Instagram page with over 2200 followers,” says Magabane.
Their social media reach ranges from 250 – 1500 views weekly for each of their episodes, 15 000 people are reached monthly through organic content and they have 85% post engagement rate.
“The ultimate goal is to have a brand presence and members in all nine provinces. Have ambassadors across the world and be able to create a network of women that are accessible to each other for purposes of growth, impact, need, and social empowerment. The only challenge I face is finances, I desire to host free events and workshops to impact and expose as many women to the information, tools, and resources that we have as an organisation,” concludes Magabane.
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