Be Ugly
Encyclopedia
Be Ugly was the name of a campaign that was based around the American television series Ugly Betty
, which was announced by ABC
. It was launched on December 30, 2006 and was used as the slogan for both the show and as a series of PSAs geared towards young women during the series' first season.
and appearance. By using Betty Suarez
as an example, they can show women that they can be themselves and confident without changing their looks. In fact their campaign motto is "Be real, be smart, be passionate, be true to yourself and be ugly."
In addition, the campaign had the support of Girls Inc., a non-profit group that promotes educational programs to help young women be strong and smart. In an interview to USA Today
on December 21, 2006, president Joyce Roche said the campaign "allows us to counter the messages girls get that they've got to be perfect, be a certain size, look a certain way." She adds that "We hope that people go beyond the headline of ugly." Roche also stated "I wish there would have been another way of saying it, but at least it will get the dialogue going."
Multi-Platinum Atlantic Records singer/songwriter Jason Mraz
composed an original song for the campaign. "The Beauty in Ugly", was used in a variety of mediums, including TV and a music video, and was also released for download on the iTunes Store
in January 2007. Part of the proceeds from the iTunes sales went go to Girls, Inc.
Ugly Betty
Ugly Betty is an American comedy-drama television series developed by Silvio Horta, which premiered on ABC on September 28, 2006, and ended on April 14, 2010. The series revolves around the character Betty Suarez and is based on Fernando Gaitán's Colombian telenovela soap opera Yo soy Betty, la fea...
, which was announced by ABC
American Broadcasting Company
The American Broadcasting Company is an American commercial broadcasting television network. Created in 1943 from the former NBC Blue radio network, ABC is owned by The Walt Disney Company and is part of Disney-ABC Television Group. Its first broadcast on television was in 1948...
. It was launched on December 30, 2006 and was used as the slogan for both the show and as a series of PSAs geared towards young women during the series' first season.
Background
The idea behind "Be Ugly" was to serve as a purpose to promote self-esteem among women by presenting a positive image and to end the stereotyping that is commonplace and at times criticized when it comes to body imagingBody image
Body image refers to a person's perception of the aesthetics and sexual attractiveness of their own body. The phrase body image was first coined by the Austrian neurologist and psychoanalyst Paul Schilder in his masterpiece The Image and Appearance of the Human Body...
and appearance. By using Betty Suarez
Betty Suarez
Beatriz "Betty" U. Suarez is a central fictional character and heroine of the American dramedy series Ugly Betty. She is portrayed by America Ferrera, who won a 2007 Golden Globe and 2007 SAG award for her portrayal of the character, as well as the Outstanding Actress in a Comedy award for the role...
as an example, they can show women that they can be themselves and confident without changing their looks. In fact their campaign motto is "Be real, be smart, be passionate, be true to yourself and be ugly."
In addition, the campaign had the support of Girls Inc., a non-profit group that promotes educational programs to help young women be strong and smart. In an interview to USA Today
USA Today
USA Today is a national American daily newspaper published by the Gannett Company. It was founded by Al Neuharth. The newspaper vies with The Wall Street Journal for the position of having the widest circulation of any newspaper in the United States, something it previously held since 2003...
on December 21, 2006, president Joyce Roche said the campaign "allows us to counter the messages girls get that they've got to be perfect, be a certain size, look a certain way." She adds that "We hope that people go beyond the headline of ugly." Roche also stated "I wish there would have been another way of saying it, but at least it will get the dialogue going."
Multi-Platinum Atlantic Records singer/songwriter Jason Mraz
Jason Mraz
Jason Thomas Mraz , also known as Mr. AZ and Mr. Raz, is an American singer-songwriter. Mraz released his debut album, Waiting for My Rocket to Come, which contained the hit single "The Remedy ", in 2002, but it was not until the release of his second album, "Mr. A-Z", in 2005, that Mraz achieved...
composed an original song for the campaign. "The Beauty in Ugly", was used in a variety of mediums, including TV and a music video, and was also released for download on the iTunes Store
ITunes Store
The iTunes Store is a software-based online digital media store operated by Apple. Opening as the iTunes Music Store on April 28, 2003, with over 200,000 items to purchase, it is, as of April 2008, the number-one music vendor in the United States...
in January 2007. Part of the proceeds from the iTunes sales went go to Girls, Inc.
External links
- "Be Ugly '07"
- "Be Ugly '07" campaign announced in USA TodayUSA TodayUSA Today is a national American daily newspaper published by the Gannett Company. It was founded by Al Neuharth. The newspaper vies with The Wall Street Journal for the position of having the widest circulation of any newspaper in the United States, something it previously held since 2003...
(December 21, 2006) - ABC wants you to Be Ugly in '07