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HomeThink TankCampaign DissectionBody Posi-TEA-vity: Tetley's #everyBODYcan Campaign Takes on Fitness Stereotypes

Body Posi-TEA-vity: Tetley’s #everyBODYcan Campaign Takes on Fitness Stereotypes

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Tetley has launched a campaign that promotes internal well-being over societal pressures and challenges stereotypes about body types and fitness. The #everyBODYcan campaign is a positive step towards promoting a more inclusive and accepting culture that celebrates diversity and individuality. It’s important to recognize that health and wellness are not one-size-fits-all, and everyone should be encouraged to pursue their own unique path toward well-being. By promoting this message, Tetley is helping to create a more positive and empowering culture around health and fitness.

Conceptualized by Lowe Lintas, the film showcases women of all ages and body types surprising judgmental people with their abilities. It ends with the slogan “my body can, your body can, everybody can”, encouraging women to challenge stereotypes and embrace their unique strengths. The film emphasizes that fitness isn’t about external appearance, but about staying fit inside out. It encourages women to embrace their unique strengths and abilities while challenging the stereotypes that too often hold them back.

From lifting weights to running marathons, these women prove that their bodies can do anything they set their minds to. The film ends with a rousing battle cry – “My Body Can, Your Body Can, Every Body Can” – challenging stereotypes and inspiring viewers to embrace their own unique strengths.

Talking about the film, Puneet Das, president – of packaged beverages (India and South Asia), Tata Consumer Products said, “Tetley green tea advocates feeling fit vs. just ‘looking fit’. Through this latest campaign, we want to remind people that if somebody thinks your body doesn’t fit a perceived ‘ideal standard’ then you should not feel bad about it or let it affect your confidence. #everyBODYcan campaign encourages people to focus more on body positivity by breaking the stereotype that only outer appearance equals fitness and confidently embracing their body type with a focus on feeling fit from inside.”

Sagar Kapoor, chief creative officer – Lowe Lintas said, “This isn’t another campaign for the team on either side. #everyBODYcan is an initiative by Tetley Green Tea that intends to change the way a particular body type is stereotyped by the society at large. While still standing true to the premise of fitness, #everyBODYcan says fitness goes beyond just the shape or size of a body. While this campaign should encourage more and more people to have such conversations, you’ll hopefully see this initiative get bigger and stronger in the coming time.”

Women are often judged and stereotyped based on their physical appearance, particularly their body type. This can lead to feelings of insecurity, low self-esteem, and even negative health outcomes. The Tetley film aims to challenge these stereotypes and celebrate the diversity of women’s bodies and abilities. By encouraging women to embrace their unique strengths and capabilities, the film promotes a message of self-love and empowerment. It’s time to break free from society’s narrow definition of beauty and celebrate every body type as beautiful and capable. So next time someone doubts your abilities, just remember – your body can do amazing things.

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