You Are Beautiful
In the same vein as the Free Hug campaign that was given international exposure by the Sick Puppies video (which was one of the hits of YouTube last year with over 10 million views so far) comes the 'You Are beautiful' campaign. I like the idea, not only for its sentiment but also because it is a grass roots movement using the web to spread an idea.
The aim of the You Are Beautiful art project is to "make a difference in the world by catching us in the midst of daily life and creating moments of positive self realization."
Its idea is simple: post the phrase "You are beautiful" in random places where anyone can see them. This has inspired people throughout the world to create installations along roadways or plaster signs in windows.
An excerpt from the site's 'essay' explains why trends toward empowering people through grassroots methods continue to grow:
The reasons why street artists are doing what they are doing, in the way that they are doing, is not simply to question their surroundings; but to provide alternative perspectives, meanings, or values to those of consumerism.
Advertising elicits a response to buy, where this project elicits a response to do something. The attempt with You Are Beautiful is to create activism instead of consumerism.
You Are Beautiful uses the medium of advertising and commercialization to spread a positive message.