People Are Furious About This “Beach Body” Advert

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How do you get a beach body? Well, the women of the UK are giving an emphatic answer: “TAKE YOUR BODY TO THE BEACH!”

Women went crazy over a sexist advert post on the walls of the London Underground. The advert was created by a fitness and sports nutrition company called Protein World, and it has been vandalized by those who feel it is promoting a negative body image.Screen Shot 2015-11-17 at 9.48.59 PMThe commuters began writing their own snarky messages to combat the advertisement, and it became a widespread movement.Screen Shot 2015-11-17 at 9.50.36 PMThe ad really rubbed some people the wrong way. Screen Shot 2015-11-17 at 9.49.26 PMLike the perosn who wrote this message that definitely speak louder than the bold print question, “ARE YOU BEACH BODY READY?”


“Don’t worry about it. You look gorgeous just the way you are.”Screen Shot 2015-11-17 at 9.51.47 PM

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Screen Shot 2015-11-17 at 9.50.26 PMThus began the #EverybodysReady movement:

“If my body is on a beach, then it is ready. Thank you very much.”Screen Shot 2015-11-17 at 9.51.14 PMThis person found a clever use for a post-it note.
Screen Shot 2015-11-17 at 9.50.49 PM

PSA: You do not need to bring your washboard abs to the beach.Screen Shot 2015-11-17 at 9.51.58 PM

People took the cause to a personal level, and women weren’t the only ones fighting.Screen Shot 2015-11-17 at 9.52.35 PMEven kids decided that they determine who gets to go to the beach. The consensus: EVERYONE.Screen Shot 2015-11-17 at 9.52.17 PMThese two feminists even started a protest in the Underground, donning their bikini bodies.Screen Shot 2015-11-17 at 9.52.43 PMThe two women, Fiona Longmuir and Tara Costello, made a blog post, explaining their protest.Screen Shot 2015-11-17 at 9.53.04 PM

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Even a petition was started to remove Protein World’s advertisements as a result of the widespread outrage. There were 71,111 supporters behind itScreen Shot 2015-11-17 at 9.53.19 PM

19-year-old Lottie Baring signed the petition and stated,

“I am extremely pleased to hear that TFL will be removing Protein World’s ad and although the reason has not been confirmed, I am sure that the public response of over 50, 000 signatures and protests has influenced this decision, and I am proud to have been a part of that. “

Screen Shot 2015-11-17 at 9.53.31 PM

And yet, the brains behind Protein World seem to be missing the point.

Julie Burton, an actor and comedian, said that she had tweeted the company because she had struggled with anorexia, bulimia, compulsive overeating, and being overweight as a teen.

“I now campaign and perform comedy to break down stigma and encourage body confidence,” she said. When the company sent her the above tweet, Burton said, “Using a winky face doesn’t make up for psychological abuse of ads like this.”

Screen Shot 2015-11-17 at 9.53.43 PM

Protein World responded to another woman’s tweet with “Grow up” when she called them out for being sexist.Screen Shot 2015-11-17 at 9.53.58 PM

The CEO of Protein World, Arjun Seth, answered another critic in a rather unprofessional manner.

Screen Shot 2015-11-17 at 9.54.10 PMWell, it appears that Seth shows no remorse for his company’s campaign.
Screen Shot 2015-11-17 at 9.55.35 PMFor a one-week period, the company posted anti-feminist tweets. Screen Shot 2015-11-17 at 9.54.22 PMDespite the advertisement being taken down, (it was at its end of the advertising cycle), women continue to comment on about it in public places.Screen Shot 2015-11-17 at 9.54.54 PM

What do you think about the ad? Leave your comment below!

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