Like many other companies out there, Protein World is attempting to shame women in order to push their product. The image features bold writing asking commuters "ARE YOU BEACH BODY READY?" when it might as well say "DO YOU FEEL RUBBISH YET?".
First we wanted more representation for plus size women in modelling. Then we had plus size women 'reclaiming' the term. Then we had a nineties pop star say she disapproved of stores selling clothes in 'unhealthy' dress sizes. Now finally we have people saying we should drop the term 'plus size' altogether. Where will it all end?
Fiona Longmuir and Tara Costello staged a protest by posing in their bikinis, in the London Underground, alongside the offending poster. They then tweeted their photo with the slogan " How to get a beach body? Take your body to the beach."
I myself, and I'm sure many women reading this, can empathise with what seems like relentless societal pressure to be slim, and losing weight can often seem like an insurmountable task.
How am I? Honestly! I'm overwhelmed by sorrow, crushed by the sadness that spirals around my mind and tells me what I'm missing out on, the memories and opportunities that are being buried or cremated instead of lived because of this mental illness.
I love nothing more than being a sweaty betty or feeling like I can barely walk after a tough session. This is my reality. I know my face goes so weird, like almost twitches when I lift a really heavy barbell or when I am power cleaning 60kg. This is my reality.
I want to see a fair representation of realistic bodies for all women so girls and women all over the country can see someone who looks like them and make them feel not only more normal but possibly beautiful as well.
Dropping the word plus won't make a runway dress fit. The change for more plus models in mainstream campaigns and publications can only happen when the way sampling is done changes, actions and sample sizes here in this case will really speak louder than words.
I have strong feminist views simply because I don't understand why, in 2015, when you can do things like print out a spare pair of kidneys, or have your Amazon delivery float through the sky into your lap, women still aren't equal in our society.
I used to say to myself: "When I feel comfortable in my own skin, then I'll be happy"; "When I feel comfortable in my own skin, then I'll get the job I really want." But everything I was doing in my life was sabotaging my goal for ever reaching that place, plus I know now how backwards my thinking was.
The slow shift in perceptions by brands like Dove all help. But it's not enough. We need radical measures to force the industry to change their norms, so they represent normal healthy women in their campaigns and so they are providing positive role models to fragile teens.
Let's be honest. No matter how much we all try to pretend to love hitting the gym, most of us (save a superhuman few) find exercising a complete and utter chore. That's why we're dedicating the entire month of April to fitspiration, where we hope to inspire our readers (and ourselves) to get fit and embrace sport by instilling positivity and realistic goal setting.
When the chips are down or things are not going exactly according to plan that's when you know you are truly living life, for I believe it is life's challenges and obstacles that make us see where we are and where and how we need to move forward.
We have created a self-esteem vicious circle. Schools don't nurture hobbies and passions that make teens feel worthwhile when their natural confidence is plummeting. It is these very activities - and not just hardcore sport, chess, golf, zumba, violin, that construct enduring self-belief. Instead they are ditched for instagram, selfies and thigh gap comparisons.
I am not blaming ANYONE for causing my illness. However, I do think such magazines should be more positive about every body type. Maybe they could talk in terms of nutrition not new 'diet trends', so young people understand what healthy food is doing for them. And just maybe they could help encourage us to love ourselves?
A drive to improve the way one looks is often the precipitating factor that causes one to begin yoga or any kind of new workout regimen. Of course, we can usually see the positive health benefits, too, but oftentimes, outer appearance is what first motivates us to change.