Loose Women launch #LWKeepItReal

In 2017 Loose Women launched its body confidence campaign Body Stories, with the tagline: You can look but you can’t retouch. However, filtering and editing images has – in the four years since – become more prevalent than ever.

It’s thought that 9 in 10 young women doctor pictures of themselves prior to posting them online.

Furthermore, an ITV poll has revealed that 78% of parents are concerned about the effect edited images on social media have on their child’s body confidence.

“Launching Body Stories in 2017 was a defining moment for Loose Women and ever since we have been overwhelmed by the support from women and men, young and old, who want to see more confidence, openness and honesty about our real bodies.” – Loose Women Editor Sally Shelford

Loose Women this week took action with a new chapter of its award-winning body positivity campaign to tackle a pressing new issue affecting its viewers.

Loose Women’s Body Stories campaign returned this week (Mon 17th) with a brand new set of images, both before and after the use of body tuning apps – exploring how we can make a change to ensure there is more transparency when posting edited images on social media.

The long-running ITV gossip outlet will be asking everyone to #LWKeepItReal on social media, encouraging viewers to join the panellists in posting their unedited pictures on social media and to be honest when images have been altered.

“As we continue this campaign, we’re proud to be part of a movement that empowers people to embrace their uniqueness – and we can’t wait to see people joining in with the #LWKeepItReal on social media.” – Loose Women Editor Sally Shelford


Loose Women airs weekdays at 12.30pm on ITV, STV and UTV. Also via streaming on the ITV Hub and STV Player.

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