Launched by the Spanish government’s equality ministry, the campaign slogan reads ‘the summer is ours too’ and features women of varied sizes and skin tones sitting seaside.
The body positivity movement has exploded on social media over the last decade, influencing millions and reshaping decisions made in major fashion shows and in marketing campaigns around the globe.
First picking up traction in 2012, the goal is to promote the acceptance of all types of bodies, regardless of size, shape, skin tone, gender, and physical ability.
This summer, the movement is getting a boost from the Spanish equality ministry through a creative summer campaign. Featuring women of various sizes and one with a mastectomy, the poster encourages women to embrace their bodies and enjoy the beach without reservations about how they are perceived.
The unfortunate reality is that most people find it difficult to adopt ‘the beach is getting whatever body I give it’ motto. Polls by the charity Do Something suggest that 91 percent of women are unhappy with their bodies and adhere to restrictive diets to achieve their ideal body type.