This advert pretty much sums up everything that I despise about how we treat and value women's bodies. pic.twitter.com/PBZNyn8qop
— Hannah Atkinson (@hatkinson_) April 12, 2015
The phrase “beach body” gets thrown around a lot these days, especially since it’s summer and beach getaways are on everyone’s minds. (Hello, LaBoracay!) But what does it even mean? Protein World, a dietary supplement maker, put up ads all over London Underground last week showing a slim and toned woman beside text stating, “ARE YOU BEACH BODY READY?” Many women found this beach body “unrealistic.” So they began vandalizing the ads to teach Protein World what a beach body really is.
Photos of the vandalized ads were posted, shared, and retweeted on social media.
Nice one London. Keep up the good work on the @ProteinWorld posters. pic.twitter.com/TUmbQekJd6
— ColletteLyons (@collette_lyons) April 27, 2015
"YOU ARE LOVELY AS YOU ARE.”
We love London. Fuck patriarchy. pic.twitter.com/bDeET7pzdO
— The Vagenda Team (@VagendaMagazine) April 22, 2015
“Your body is not a commodity.”
I committed an act of civil disobedience last week and it felt glorious @VagendaMagazine @EverydaySexism pic.twitter.com/4jl8vbnulU
— Miranda Fay (@mirandafay) April 22, 2015
“Stop encouraging women to starve themselves.”
— Ella Sackville Adjei (@ellaisahoot) April 22, 2015
"No and I'm sick of attempting to follow an unattainable standard of beauty!"
"EVERYONE IS BEACH BODY READY!"
@VagendaMagazine @cait_gc I went one further: pic.twitter.com/oFGuhxuJy6
— Nicole (@NicoleBurstein) April 24, 2015
“If a body is on a beach, then it is ready. Thank you very much.”
Some even decided to protest by posing by the ad.
You're god damn right @Catstello and I are beach body ready. No help needed, we're #alreadyperfect. #bodypositive pic.twitter.com/UysgHFkvpa
— Fiona Longmuir (@EscapologistGl) April 22, 2015
And what’s Protein World’s response to the backlash?
@lawrencedarcy This is not feminism, it is extremism. #getagrip #BeachBodyReady #Winning ðŸ‘ðŸ¼
— Protein World (@ProteinWorld) April 27, 2015
@JulietteBurton @UKChange why make your insecurities our problem😉
— Protein World (@ProteinWorld) April 23, 2015
@hatkinson_ Post it in the nearest bin?
— Protein World (@ProteinWorld) April 26, 2015
Not exactly the most diplomatic response from its PR. Arjun Seth, Protein World CEO, even labels these vandals “terrorists.”
Thousands have petitioned to take down the ad, but Seth will only mind it if the petition reaches a million signatures.
