With the onslaught of unhealthy images in today’s society, it would be relieving to find messages that celebrated each woman’s unique beauty, right? Well, New York City is taking on the challenge with a new ad campaign geared towards improving girls’ self-esteem.
Mayor Mike Bloomberg has commissioned the city to launch the “NYC Girls Project”, which features a series of mass transit ads with girls of different races and sizes (none of the individuals are professional models). Each photo includes the tagline “I’m Beautiful the Way I Am”. The city is also offering physical fitness classes for young girls through the parks department and has launched a website to provide supplemental resources for parents.
The idea for the campaign came from Bloomberg’s press secretary Samantha Levine who was inspired to do something about the rising number of young girls reaching for unattainable beauty standards.
“I think being a woman in this society, it’s sort of impossible to not be aware of the pressures there are around appearance, around weight, around trying to always look a certain way,” Levine told the New York Times.
This is the first campaign focused on body image that has been carried out by a major city, officials claim.