Protein World makes 61% of women ashamed of their body

The controversial outdoor campaign by Protein World that asks consumers if they are "beach ready" makes 61% of women feel ashamed, according to a poll.

Protein World: Are You Beach Ready? campaign makes 61% of those polled ashamed of their bodies
Protein World: Are You Beach Ready? campaign makes 61% of those polled ashamed of their bodies

The advert features a toned woman in a bikini. It has caused a social media storm, with people damming it as prejudiced and irresponsible.

The poll of 340 women by One Pulse reveals more than half felt ashamed of their own body when confronted with the campaign. However the sentiment was not clear cut, at the same time 39% felt motivated to better their body.

The research also revealed that 11% planned to take to social media to campaign against it and 8% planned to complain. Meanwhile a third felt the tone of the ad was motivating rather than shaming.

The campaign has created a fierce backlash, particularly among feminist groups, but opinion is polarised with some defending the brand's move to motivate people to get fit in the run up to summer.

Despite the negative attention, the brand has also benefited from intense publicity, turning what was a relatively small outdoor campaign viral.


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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

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