The cereal brand hopes to fight the negative thinking and speaking women often do when describing themselves.
Special K is hoping to shut down fat talk. According to the cereal brand, 93 percent of women participate in fat shaming and making negative remarks about their own bodies so they've enlisted the help of Tyra Banks to bring that number way down.
"I know firsthand how much criticizing your body negatively affects self-esteem, but as a role model, I try to maintain a positive attitude and healthy approach to managing my weight," says Banks. "That's why I'm excited to partner with Special K to help empower women to not only feel confident about their bodies, but also to remove those negative thoughts and show them how to employ tips and tricks to make their least liked physical attributes look better."
In the campaign's video, a group of women are ushered into a store to look through the clothes on the racks, but instead of finding product info on the tags, the women find awful messages often said about their bodies. Phrases like "I have a muffin top," "Cellulite is in my DNA" and "I look fat in this" illicit emotional responses from the women who can't believe they'd let anyone speak to them this away, especially their own selves.
In a recent survey, Special K discovered that nearly half of women participate in fat talk because "they feel it's better to criticize themselves before others do so." Others admitted to engaging in fat talk when their friends do so and that they don't bother changing the conversation when the shaming goes on.
Special K hopes to help women achieve their weight goals and in turn create confidence and love the way they look. Destructive thinking not only hurts self-esteem, but also acts as a barrier to weight management and happiness. To learn more about the campaign, visit fightfattalk.com.
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(Photo: Rob Kim/Getty Images)