The Ministry of Equality in Spain has launched a campaign that advocates a summer “without stereotypes” or “aesthetic violence”. The campaign fosters the diversity of bodies, and it invites everyone to enjoy the summer “how, where and with whom you want”.
The campaign, led by the Women’s Institute, shows an image on the beach of five women of different races, sizes, with a mastectomy, under the slogan “Summer is also ours”.
Every woman’s body is beach ready. Our bodies are to be cared for, respected and enjoyedIone Belarra, Minister of Social Services
The director of the Women’s Institute, Antonia Morillas, has denounced that there are multiple types of body discrimination that are crossed by gender stereotypes. “Body expectations are projected on women that not only influence our self-esteem, but also deny rights and condition the way of being and enjoying public space,” she lamented.
The campaign, however, has raised some criticism. According to the BBC, some wondered if it should be widened to include men without so-called standard bodies, while left-wing leader Cayo Lara said the campaign was the height of absurdity, trying to “create a problem where it doesn’t exist”.
Junior equality minister Ángela Rodríguez Pam posted a message on Twitter to men who believed women did not need the ministry’s permission to go to the beach: “Of course we go, but we’re assuming we’ll attract hatred for showing a body that isn’t standard.”
With this campaign, the Ministry of Equality wants to convey the message that all bodies are valid, that it is essential to recognize this existing body diversity and reclaim it, free of stereotypes and violence, highlighted Morillas.
In a message on Twitter, the Minister of Equality, Irene Montero, stressed that “we have the right to enjoy life as we are, without guilt or shame.” “Summer is for everyone”, she said.
In the same social network, the Minister of Social Services, Ione Belarra, has recalled that “all bodies are beach bodies. Our bodies are to be cared for, respected and enjoyed”.
For her part, the Secretary of State for Equality, Ángela Rodríguez, stressed the same idea tat all bodies are equally valid. “Remembering and validating them is a deeply political and feminist task.”