The ad, which is strapped across London’s Underground network has provoked a fierce social media storm, with many calling it irresponsible. Will the intense period of publicity be a blessing or a curse for the fitness brand?
The controversial Protein World ‘Are You Beach Ready’ campaign, forcing women to compare themselves to a bikini-clad model, makes 61% of women feel ashamed, according to a poll.
The Advertising Standards Authority (ASA) has today banned the ad for misleading health claims and has also launched a ‘social responsibility’ probe.
The ad, which is strapped across London’s Underground network, has provoked a fierce social media storm, with many calling it irresponsible.
Women of London, we’re BLAZING in our no-to-#BodyShaming glory. Time to take back the body narrative. #EachBodysReady pic.twitter.com/j4Rc2a56tE
— Ayala Maurer-Prager (@A_MaurerPrager) April 26, 2015
Thousands of people have signed an online petition calling for the posters to be removed from London Underground stations. A demonstration has also been organised: “taking back the beach” protest, set for London’s Hyde Park on Saturday.
According to a poll of 340 women conducted by One Pulse, the ad made more than half of respondents ashamed of their body. Despite the backlash, 39% of those quizzed felt motivated to improve their body.
Feminist groups were quick to damn the ad, with 11% of those polled planning to take to social media to scathe the campaign – 8% plan to complain directly to the brand.
Whether right or wrong, Protein World has benefited from a period of extreme publicity exposure – making a small-budget outdoor campaign go viral.
Elsewhere, Dove has harpooned its ‘campaign for real beauty’ message on to the back of the mounting social buzz with this reactive push:
#TeamPW jolly good show!