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Body positive Sure ad tackles the fear of movement

Deodorant brand Sure is inspiring people to get out and about without fear of being judged on their appearance.

‘Watch Me Move’ depicts a group of eight content creators and athletes take to the streets and public spaces, each of whom breaks society’s idealized image of the human body, ignoring the stares and quiet judgements of those around them.

Participants, including amputee Manchester City and England footballer Sean Jackson, weather the roving eyes of the public with defiant stoicism rather than hide away. In doing so the campaign seeks to shatter preconceived standards of beauty embodied by athletes depicted in advertising, TV and social media.

This inherent bias was found to have discouraged 53% of UK adults from getting out and about, a proportion that rises further to 58% for those with disabilities, according to figures compiled by disability charity Scope.

Sure’s hard-hitting approach falls into lockstep behind parent company Unilever’s ‘Unstereotype’ commitment to promote positive and inclusive portrayals of people to counteract prejudice in society.

Chris Barron, vice-president of beauty and personal care UK&I at Unilever, stated: “We know that people often feel hindered because of perceptions of what makes a ‘mover’, and by shining a light on the inspirational people in our ‘Watch Me Move’ film we want to start to address some of the barriers that exist when we exercise.

“By working with our partner organizations to create our Sure Breaking Limits Program, we want to give those people who don’t believe they meet society’s expectations the confidence to move – whoever they are and however they move.”

The deodorant brand has set into motion its Sure Breaking Limits Program to support the campaign with a long-term commitment to empower young people in the face of discrimination of all kinds, having previously focused on the importance of recycling.

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