A campaign challenging fitness fat-shaming

UK – Cyclewear brand Fat Lad At The Back is challenging harmful stereotypes surrounding plus-size communities and exercise. Its latest campaign features provocative billboards that – at first glance – appear to feature expletive language, with each reading: ‘Fat C*n’t. Actually Fat Can.’ Through this messaging, the brand aims to communicate the fact that people of all sizes can ride a bike and take part in sports.

Created by advertising agency Mellor&Smith, the campaign takes inspiration from the harmful commentary that plus-sized individuals experience on social media and out in public. It also aims to reclaim the word ‘fat’ and reject any negative associations with the word. Lynn Bye, co-founder of Fat Lad At The Back, says: ‘Some sections of society think larger people can’t ride a bike or run a marathon… we’re trying to change that because it’s absolutely not true.’

Here, the brand shows a response to the ongoing need for more Inclusive Fitness products, services and awareness. Elsewhere, we’ve previously explored the ways that Anytime Fitness is championing gym inclusivity.