Anti-conformist youth collective, 'Amio Sundor', targets and confronts prevalent issues such as stereotypes in beauty standards, harassment, and derogatory comments based on physical appearance.
The "Amio Sundor!" ("I Am Beautiful Too!") youth-led movement, launched on August 8, 2023, in the Kabi Shamsur Rahman seminar hall of Bangla Academy, aims to address mental health struggles, bullying, and the rigid beauty ideals prevalent among young people in Bangladesh [1][2]. The movement was inspired by Sarah Diba's book "Ami Ki Sundor?" and was launched in collaboration with Pond's Bangladesh.
The objectives of the campaign are threefold:
- Inviting youth to reject conventional beauty norms and promote self-acceptance.
- Encouraging open conversations around bullying and its mental health impacts.
- Empowering young people to celebrate diversity in beauty and identity.
Sarah Diba, the founder of Sarah's Quest, emphasised that the campaign is about thinking differently, not just looking different. She stated that "Amio Sundor!" is for everyone who has felt invisible or judged based on their appearance [1]. The programme associated with the movement includes youth-led discussions, open-mic storytelling, interactive quizzes, and campaign announcements targeting schools and online spaces.
The movement is helping raise awareness about how rigid beauty standards contribute to bullying and poor mental health among youth in Bangladesh. It provides a supportive community for young people to express themselves freely and challenges ingrained social stigmas around appearance and self-worth [1]. This initiative aligns with broader efforts in Bangladesh's youth culture to foster inclusive and positive self-images.
While detailed quantitative impact data is not yet available, the movement's prominence and messaging have garnered significant attention, symbolizing a growing youth-driven cultural shift towards mental well-being and diversity acceptance in Bangladesh [1][2]. The organisers of "Amio Sundor!" aim to create a safe, inclusive, and empowering platform for young voices.
The movement encourages the youth of Bangladesh to speak up against bullying and shame, promoting self-acceptance, resilience, and social change. By redefining beauty on their own terms, the youth of Bangladesh are taking a stand against harmful societal norms and paving the way for a more inclusive and positive future.
[1] The Daily Star, "Amio Sundor! Movement Launched to Empower Young Voices", August 9, 2023. [2] Prothom Alo, "Amio Sundor! Movement Challenges Beauty Standards and Bullying", August 10, 2023.
- The "Amio Sundor!" movement, with its focus on mental health, self-acceptance, and diversity, has expanded its reach to encompass discussions about health-and-wellness, promoting holistic well-being among young people in Bangladesh.
- The youth-led movements in Bangladesh, such as "Amio Sundor!", have sought to influence various aspects of society, including fashion-and-beauty, where they challenge traditional beauty standards and encourage individual expression, resulting in a shift towards a more accepting and inclusive lifestyle.
