Magazines and advertising are full of digitally manipulated images that can do a number on women’s and girls’ self-esteem. Marketer Seth Matlins doesn’t want these impossible beauty standards messing with the mind of his 8-year-old daughter (or his 7-year-old son, for that matter). So he’s helping take the fight against unrealistic ads all the way to the U.S. government.
Seth’s career as a marketer was impressive. He worked as a consultant for Fortune 100 businesses and represented some of the most iconic brands in the world, from Evian to LiveNation.
When he began looking at the world through the eyes of his children — specifically his daughter, EllaRose — that changed the game for him.
“There would be so many incremental obstacles thrown in the way of my daughter’s happiness that as someone fully committed to her happiness, I felt I had to do whatever I could to knock those out of her way both individually and culturally,” he says.
In a flash of inspiration, he found a way to start taking on those obstacles.
“I’m sitting at the dinner table (and) the words ‘Off Our Chests’ came to me as an idea,” he says.
He and his wife, Eva, created a site called Off Our Chests (later rebranded as Feel More Better) where women and girls could share and express themselves without fear or inhibition. Topics ranged from growing-up pains and body-image issues to mommyhood and divorce. The site’s motto was “leading a fight against whatever hates on your happy.”
“We were trying to disrupt self-help for women,” Seth explains. “We were trying to bring a voice to these conversations that allowed other women to add their voice to the conversation.”
At the end of 2013, Seth and Eva decided to stop updating Feel More Better. But the site’s archives are still up for readers to explore.