The ad campaign photo of the five women also includes a topless woman after a mastectomy – Some questioned whether the campaign should be expanded to include men
“Every woman’s body is beach ready” reports a new advertising campaign by the Spanish government, aimed at freeing women from oppressive aesthetic stereotypes.
Spain’s Equality Ministry has launched a summer campaign to encourage women who are concerned about how their bodies look to hit the beach.
“Summer is ours too”, writes the slogan above a photo of five women, all with different body types, and far from the aesthetic stereotypes of fashion and social media.
“All the bodies are beach bodies,” said Social Services Minister Ione Belara.
The head of the Women’s Institute, Antonia Morillas, said body expectations affected not only women’s self-esteem, but they were deprived of their rights. The ad campaign photo of the five women relaxing on the beach also includes a topless woman after a mastectomy.
All bodies are valid.
Recordarlo y validarlos es una tarea profoundly political and feminist.
Estos días recuerda que #ElVeranoEsNuestro pic.twitter.com/oPkh78snEg— Ángela Rodríguez Pam 🏳️🌈 ♀️ (@Pam_Angela_) July 27, 2022
Women should enjoy the summer wherever and with whoever they want, says the campaign, speaking of “a summer for everyone, without stereotypes and aesthetic violence against our bodies”.
But they were not impressed everyone from the campaign…
Some questioned whether the campaign should be expanded to include men without so-called fit “stereotypical” bodies, while left-wing leader Cayo Lara said the campaign was the height of absurdity, trying to “create a problem where there isn’t one”.
Equality Undersecretary Angela Rodriguez Pam posted a message on Twitter in response to some men who said women didn’t need permission from the ministry to go to the beach: “Of course we will, but we assume we will attract hate for showing a body that is not it is not up to standard” he answered.
Señores diciento que las gordas ya podíamos ir a la playa sin permiso de Igualdad.
Claro que vamos pero asumiendo odio por enseñar un cuerpo que no es normative
What we claim is that todos los cuerpos están bien, también el tuyo Manolo que no es precisely el más bello— Ángela Rodríguez Pam 🏳️🌈 ♀️ (@Pam_Angela_) July 27, 2022
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