Ad firms give larger models a bum steer Plus-size and healthy: H&M model Jennie Runk. Photo: H&M It's as easy as booking a model with a healthy body mass index - and perhaps a bit of a bum. But so far, the Australian advertising industry hasn't rushed to take part in the Positive Body Image Awards. The federal government initiative aims to recognise media, fashion and advertising companies that take such apparently simple steps as presenting a variety of body shapes, stocking a range of sizes and refraining from retouching photos. Yet, while 80 per cent of Australian women are larger than a size 10, and recent studies have suggested consumers respond positively when more realistic models are used, the advertising industry has maintained a defiant stance. "I'm disappointed by the lack of entries from the advertising industry," said awards chair Helen McCabe, editor-in-chief of The Australian Women's Weekly. I see huge opportunities and kudos for brands that are more conscious in their messaging. Fortunately, some fashion companies have taken a stand. Australian swimwear label Bond-Eye used "plus-size" model Robyn Lawley in its latest campaign. The size-14 Lawley helped design the collection for women sized 10 to 20. "You can't pigeon-hole anyone as small or large," managing director Steve Philpott said. There's no such thing as a standard size, a fact that's rarely depicted in mainstream advertising. The media is also moving tentatively towards realistic representations. Cosmopolitan runs a fashion editorial featuring women of different sizes every month, while Who runs unretouched images of celebrities in special issues. The Australian Women's Weekly imposes strict restrictions on altering the body shape or apparent age of women in its pages. But McCabe would like to see an industry-wide standard. I'll happily remove a mark from the prime minister's jacket or mud from the bottom of a model's shoe. There's reasonable ground between a commercially viable photograph and an unattainable, unhealthy ideal. The Australian Association of National Advertisers supports the push. "More can be done," said acting chief executive Alina Bain, who sits on the awards panel. Brands are often accused of contributing to the anxiety young people feel about body image. We're looking for campaigns that increase awareness about dieting, digital retouching and other industry practices. Bella Model Management represents plus-size models. Its talent must meet a healthy BMI for height and bone structure. Director Chelsea Bonner says demand is much stronger from magazine editors than from companies booking advertising shoots. "Advertising work is still token," she said. The big fashion brands are not using size 12 and above girls for mainstream campaigns. There are exceptions: retailers that have used larger models include Leona Edmiston, Peter Morrissey, Myer and David Jones. We challenge the fashion world to make a choice and help women focus on having a healthy life and body.