North Yorkshire women launch Summer body confidence campaign
They want to encourage people to embrace self‑acceptance and challenge ageism
A new campaign called “Accepting Who We Are” (AWWA) is encouraging women to feel empowered in their own bodies.
The online campaign, launched by Rachel Peru and Tina Boden, features a series of posts under the handle @awwa_acceptingwhoweare and encourages women to share unfiltered images and personal reflections using hashtags such as #YouAreAWWAsome and #AcceptingWhoWeAre.
It aims to provide a platform for women to be seen and heard in spaces where they are often underrepresented, particularly in fashion and swimwear.
The organisers say AWWA was created in response to limited visibility for women over 40 in advertising and social campaigns. The initiative invites participants to contribute by simply sharing images and tagging the brands they are wearing to show them what their customers look like.
Rachel tells us: " Women from all over the world have been sharing photos of themselves in their swimwear, telling us how they feel about their bodies, their own journeys, also tagging the brands, so we can show brands even though you are not representing us we are buying your clothes. The response has been overwhelming, it has been amazing so far."
"You've just got to get on with life and realise your body is this amazing vessel and society places so much attention to our external appearances and forgets about the person. So hopefully our message will help change that."