Last month, the first ever Body Confidence Awards took place at the Houses of Parliament, and pro-diversity modelling agency Talent Management has been particularly vocal about its importance, as has Caryn Franklin, co-founder of body confidence campaign All Walks Beyond the Catwalk.

Franklin recently talked about why the awards are so necessary in her latest Huffington Post blog.

“The Body Confidence awards are proof that some things are influenced by more than money, commerce and celebrity,” she wrote just before the awards took place.

“Being recognised for emotionally considerate practice…is in fact A STRATEGIC MARKETING TOOL for those clever enough to recognise the importance of listening to, and responding to, consumer dissatisfaction over manipulative media images and claims,” Franklin added.

The body confidence campaigner went on to highlight Credos’ recent report – which showed 76% of young women do not want to look at imagery aimed at them that is ‘fake’ or too airbrushed – and noted that the awards will make sure advertisers and corporates listen to these and other stats that show a similar pattern.

And for those who have already listened, it seems the benefits are being reaped in.

Susie Orbach from AnyBody worked with Dove on the Real Beauty campaign, which has not only delivered increased sales, but also global appreciation from women everywhere.

“The media influences us all and affects the well-being of young women and men so it is important to acknowledge examples which promote body confidence and counteract the damage,” said Orbach. “Advertisers and marketers can be so imaginative. These are examples of the direction to aim in.”

Jo Swinson MP, host for the All Party Parliamentary Group on Body Image event, had similar thoughts: “With these awards we want to publicly recognise positive steps taken by industry groups, businesses and campaigners. In highlighting their leading work and body confidence initiatives hopefully they will inspire others to follow in their footsteps.”

While we’ve witnessed many designers and companies, such as Ultimo, New Look and Dove, use ‘real’ models of all shapes, sizes, ages and ethnicities, we at Talent Management hope that more will follow suit and the award winners will make a positive impact on the modelling scene.