Body Image Movement

What Body Image Movement does

Body Image Movement is an Australian-registered nonprofit (ABN 73 616 289 484) founded in 2011/2012 by Taryn Brumfitt in Glenside, South Australia, operating as a global social impact movement addressing negative body image. Its core products are two documentary films — Embrace (2016) and Embrace Kids (2022) — distributed worldwide via streaming platforms (Stan, YouTube, Prime Video, Apple TV, Google Play) and licensed for educational and community screenings, alongside children's books (Embrace Kids, Embrace Your Body, Chico the Schnauzer), a children's song that reached #1 on iTunes, and the Embrace Parenting Magazine. Supporting the films are three paid programs: Embrace You (individual), Embrace@Work (B2B workplace wellness), and Feel Good Fashion (fashion industry initiative), with all Embrace Kids book proceeds routed to the co-founded The Embrace Collective charity.

The organization has no proprietary technology platform; its competitive foundation is content, brand, and community rather than software. Revenue is generated through a hybrid model spanning D2C e-commerce (books at $19.99-$34.99 plus merchandise), film streaming and licensing fees, program enrollment for individuals and corporations, and donations/charitable support to The Embrace Collective. Distribution combines community-led storytelling (#IHAVEEMBRACED campaign, Changemaker ambassadors including Celeste Barber, Jameela Jamil, and Libby Trickett), event-driven keynote speaking (250+ speeches at TED, SXSW, Harvard, the White House, Google, Pinterest, Disney, L'Oreal, and GE), and enterprise field sales for Embrace@Work. The movement claims reach in nearly every country, with 200+ million people touched, 86,000+ community members, and 1,000+ media appearances cumulatively.

Founded primarily through a record-setting Australian Kickstarter ($331K AUD from 8,909 backers) and run with approximately 6 employees, Body Image Movement is a founder-led nonprofit whose impact metrics — including reducing BMI references in Australian school curricula from 340 to 1 — are anchored to its brand, content library, and the public profile of Taryn Brumfitt, the 2023 Australian of the Year, rather than to scaled commercial revenue.

Name

Body Image Movement

Legal name

Body Image Movement

Website

https://bodyimagemovement.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

Body Image Movement is an Australian nonprofit founded by Taryn Brumfitt that operates a global body positivity movement through documentary films (Embrace, Embrace Kids), paid programs (Embrace You, Embrace@Work, Feel Good Fashion), children's books, and the Embrace Parenting Magazine, serving individuals, schools, employers, and the fashion industry across nearly every country.

Ownership category

akta.pro rank

Product category

Body Image Education Services

NAICS

Independent Artists, Writers, and Performers (711510), Independent Artists, Writers, and Performers (7115)

SIC

Services-Motion Picture & Video Tape Production (7812), Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro primary industry

Media Arts & Film/Photography Nonprofits (BPAGAHAJ)

akta.pro secondary industry

Family Engagement & Take-Home Learning Materials (Home Packs, Parent Guides) (EDACAJAL)

Keywords

• Body image education
• Documentary filmmaking
• Social impact programs
• Body positivity advocacy
• Mental health resources

Headquarters

HQ city

Not specified

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales

Revenue model

1. Product Sales: Sale of books (Embrace Kids, Embrace Your Body, Chico the Schnauzer) and merchandise through the Body Image Movement e-commerce shop. Physical products sold directly to consumers.
2. Film Licensing and Streaming: Embrace and Embrace Kids documentaries distributed through streaming platforms (Stan, YouTube, Prime Video, Apple TV, Google Play). Also available for educational and community screenings with licensing fees.
3. Program Enrollment: Paid programs including Embrace You, Embrace@Work, and Feel Good Fashion providing body image education and resources to individuals and organizations.
4. Donations and Charitable Support: All proceeds from Embrace Kids book sales go directly to The Embrace Collective charity. The organization relies on donations and community support for social impact delivery.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels7 records

Core offering

Body Image Movement is a nonprofit social impact organization that produces and distributes documentary films (Embrace, Embrace Kids), children's books, a digital parenting magazine, and paid educational programs aimed at helping individuals, families, schools, and workplaces build healthier relationships with their bodies. The organization's flagship Embrace You, Embrace@Work, and Feel Good Fashion programs serve consumers, employers, and fashion brands respectively, while books and merchandise are sold directly through an e-commerce shop and films through major streaming platforms.

Product overview

Body Image Movement is a social impact organization offering a portfolio of documentary films, programs, publications, and resources centered on body positivity. The core products include the Embrace documentary film (2013) and Embrace Kids film (2022), which serve as the movement's flagship content pieces. Supporting the films are three programs: Embrace You (individual-focused), Embrace@Work (corporate wellness), and Feel Good Fashion (fashion industry initiative). The organization also publishes the Embrace Parenting Magazine and children's resources including the Embrace Your Body book, Embrace Kids book, Chico the Schnauzer book, and the Embrace Kids song—all designed to spread body-positive messages to children and families.

Differentiator

Problem solved

Functional benefit

Brands

• Embrace: Documentary film about body image and self-acceptance
• Embrace Kids
• Embrace You
• Embrace@Work
• Feel Good Fashion
• Embrace Magazine
• Embrace Your Body
• Chico the Schnauzer

Products and services

• Embrace Documentary Film Feature documentary film exploring why so many people hate their bodies and how that could change; the global box-office hit that sparked the Body Image Movement and is available on streaming platforms worldwide.
• Embrace Kids Documentary Film 79-minute documentary for children helping them decode how advertising, social media, and celebrity culture influence how they feel about their bodies; targeted at children, families, schools, and educators.
• Embrace Kids Song Children's song with an 80s twist designed as a tool for teachers and parents to plant seeds of body acceptance and self-love in students.
• Embrace Your Body Book Children's picture book for early learners (years 3-7) encouraging everyone to love who they are, inside and out, based on the iTunes #1 hit children's song; priced at $19.99.
• Embrace Kids Book Book designed to help parents and caregivers build their children's body image and confidence; priced at $34.99 with all proceeds going directly to The Embrace Collective charity.
• Chico the Schnauzer Book Children's book about a young pup who discovers that being different is what makes everyone incredible; written by Taryn Brumfitt with illustrations by Levi George.
• Embrace Parenting Magazine Free digital parenting magazine for caregivers featuring uplifting stories and practical, science-backed advice about embracing bodies and nurturing children; serves as content marketing and audience-building resource.
• Embrace You Program Paid program designed to help individuals take control of their lives and build a healthier relationship with their bodies through body image education and resources.
• Embrace@Work Program Paid workplace program helping employees build a better body image; designed for corporate environments and organizational wellness initiatives targeting employers.
• Feel Good Fashion Program Paid program bringing body confidence to the fashion industry and helping transform how fashion brands and retailers approach body image and representation.

Quantifiable outcome

• 200+ million people reached worldwide since 2012
• +3 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core, flagship and minor.

• The Embrace CollectivecoreStrategic or Co-development PartnerThe Embrace Collective is the health promotion charity co-founded by Taryn Brumfitt and Dr Zali Yager. It reaches one million Australian children annually and is the recipient of proceeds from Embrace Kids book sales. The charity focuses on preventing body image issues at their source through evidence-informed programs.
• Eating Disorders Families Australia (EDFA)coreStrategic or Co-development PartnerEDFA, led by Executive Director Jane Rowan, partnered with the Body Image Movement to advocate for changes to the Australian Curriculum regarding body and nutrition education. This partnership successfully reduced BMI references in schools from 340 to 1 and contributed to eating disorder-safe guidelines.
• Pevan & SarahcoreStrategic or Co-development PartnerAward-winning children's music group and primary school teachers who created the Embrace Kids theme song with Taryn Brumfitt. The song reached #1 on iTunes, knocking Baby Shark off the top spot. They contributed their musical services to support the Embrace Kids project.
• Harvard UniversityflagshipStrategic or Co-development PartnerDr Zali Yager was invited to attend Harvard for a screening of the Embrace Kids documentary, which she worked on as Body Image Advisor. Taryn Brumfitt accompanied as her plus one. The film was screened for a room of academics.
• The White HouseflagshipStrategic or Co-development PartnerTaryn Brumfitt was invited by the President of the United States to attend a State Dinner at The White House. She and Dr Zali Yager attended to share the movement's message and distribute Embrace Kids books and resources to world leaders.
• Stan (Streaming Platform)coreChannel Partner/ Reseller/ DistributorAustralian streaming platform where Embrace Kids film is available for viewing in Australia, serving as a key distribution channel for the documentary content.
• ABC (Australian Broadcasting Corporation)minorChannel Partner/ Reseller/ DistributorABC for Kids released the Embrace Kids music through their distribution channels, amplifying reach of the children's body positivity song.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Others

• Girl Rising: Social impact organization using film and storytelling to drive change around girls' education. Comparable in the use of documentary film, celebrity ambassadors, and education-sector distribution to advance social outcomes.
• Common Threads: Nonprofit using food and nutrition education to support children's wellbeing. Comparable in the school-based education model and prevention-oriented mission targeting children and families.

Direct peers

• The Representation Project: Nonprofit using film and media as tools to address gender, body image, and social justice issues. Comparable in movement-driven, film-anchored approach to shifting cultural narratives around bodies and identity.
• i_weigh: Body positivity movement founded by Jameela Jamil, who is also a Body Image Movement Changemaker. Directly comparable in community-led body image advocacy, social-media-driven engagement, and celebrity-amplified storytelling.
• National Eating Disorders Association (NEDA): US-based nonprofit focused on eating disorder prevention, education, and advocacy. Closely comparable to Body Image Movement in mission, advocacy-driven model, and policy orientation, though operating at greater scale in North America.
• Eating Disorders Families Australia (EDFA): Australian nonprofit partner of Body Image Movement, focused on supporting families affected by eating disorders. Comparable in mission and Australian policy advocacy footprint, with overlapping curriculum reform work.
• The Embrace Collective: Health promotion charity co-founded by Taryn Brumfitt and Dr Zali Yager. Directly comparable in mission (body image education and prevention), and operationally linked, reaching 1 million Australian children annually.
• Beauty Redefined: Nonprofit using media literacy and research to improve body image, particularly for women and girls. Comparable to Body Image Movement's evidence-informed approach (Dr Zali Yager research base) and focus on deconstructing media/advertising.
• The Body Positive: Nonprofit organization dedicated to body image education and ending harmful appearance-based discrimination. Comparable in mission, educational programming, and workshop-based delivery model.

Broad incumbents

• Dove Self-Esteem Project: Unilever-backed global body confidence and self-esteem education initiative for young people. A scaled, corporate-funded incumbent operating in the same space with educational content and school programs, representing both a competitor and a potential partner.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/c/embraceyou
• Facebookfacebook.com/bodyimagemovement
• LinkedInlinkedin.com/company/body-image-movement
• Instagraminstagram.com/bodyimagemovement
• Pinterestpinterest.com/bodyimagemovement

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Body Image Movement