JINHA

NEWS CENTER – A campaign against a sexist body-shaming ad in the London Underground has spread, with women modifying ads with feminist messages. Meanwhile, the company behind the weight loss product ad has called the women “terrorists.”

The company Protein World is running an ad campaign with the slogan “are you beach body ready?” in London’s transit system. Women have responded by autonomously intervening against the ad campaign: adding their own messages, removing the ads and sharing pictures of themselves on social media mocking the body-shaming message. Messages range from messages of encouragement to women to simply “fuck you.” A signature campaign for the ad’s removal has gained over 50,000 signatures.

Protein World has responded with angry anti-woman Tweets against the social media campaign, including telling actor and comedian Juliette Burton (who has recovered from anorexia and depression) “don’t make your insecurities our problem ;)” when she sent a critical Tweet to the company. Last night, Protein World CEO Arjun Seth took to the BBC to say that the women criticizing the ad are “terrorists.”

Women are planning an action for Saturday at Hyde Park, where they will protest the ad and hold a photo shoot to “take back the beach” by bringing their bikinis and beach balls to the London Underground.

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