Fitness Club Uses Breastfeeding Image To Market “Commit To Something” Message

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Equinox, a chain of high-end fitness clubs, released a new marketing campaign titled “Commit to Something,” featuring a collection of seven images the brand deems “bold,” “powerful,” “real,” and “provocative.” According to the press release, each “celebrates various forms of commitment, addressing socially relevant issues including activism, sexuality, lifestyle choices and women’s rights.” The first to be released on their Instagram shows “a young mother unapologetically breastfeeding in public.”

For those of you who are regular Women You Should Know readers, you know our clear and present stance on a woman’s right to breastfeed in public (we are all for it… #freethenipple). That said, this “real” campaign, which features what is arguably an unrealistic portrayal of breastfeeding (among 6 other staged scenarios), feels to us like Equinox is manufacturing the spirit of what they are said to be “celebrating” rather than genuinely capturing it. In the end, it appears that all they have really committed to is jumping on the “women’s issues” and “hot button topics” bandwagon for the sake of getting attention.

Table for one. Dinner for three. #CommitToSomething

A photo posted by Equinox (@equinox) on

We’d love to get your thoughts, but before you “commit to…” an opinion you should have visual context for the entire campaign.

Other images released to the media include what Equinox describes as “an activist who is seen fearlessly taking a stand for her cause,” and “a male-cheerleading champion who wasn’t threatened by a stereotype and dedicated himself to winning in his own way.”

The remaining four feature what we can only describe as… a cat-lady, a well attended love-fest, a dude bathing in money, and a society of Galadriel-esque elves (think Lord Of The Rings).

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