Aussie Bodies pulls 'protein esteem' ads after social campaign

By AdNews | 29 October 2013
 

Protein supplements brand Aussie Bodies has pulled an advert after coming under pressure from people who objected to its message.

The ad featured a slim girl in a suimsuit on a beach looking happy. Its slogan was 'self esteem powered by protein'.

That message offended people because they felt it suggested that physical beauty and self esteem could be achieved by looking good in a swimsuit.

Kristyn Hawood of North Wahroonga organised a petition on Change.org. "At best this is simply false advertising," she wrote. "At worst it is giving our young women the impression that they can not be happy and confident unless they are beautiful on the outside... We should not tolerate this kind of harmful marketing."

Some 2,700 people signed the petition. Collective Shout, a grassroots campaigning movement against the objectification of women and sexualisation of girls in media, advertising and popular culture, got involved, yesterday posting its support for the campaign on Facebook.

This afternoon, Aussie Bodies posted a response to the site, apologised and said it would not run the ad again.

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