The Spanish government is encouraging curvier and older women to visit the beach this summer, sparking accusations that it patronizes the public.
The left-wing government launched a summer advertising campaign, including a topless woman who had a mastectomy, with the slogans “all bodies are beach bodies” and “summer is ours too”.
The ad – which features five women of various shapes and sizes lazing on the sand – has led to accusations of patronizing women who have never felt that they could not visit the beach in the hot summer months.
Unveiling the campaign, Irene Montero, the equality minister of the far-left Podemos party, said: “All bodies are valid and we have the right to enjoy life as we are, without guilt or shame. Summer is for everyone!”
“All bodies are beach bodies,” Social Affairs Minister Ione Belarra added.
The ad has sparked debate over whether it patronizes or empowers women in a country long dominated by a macho culture.
“Thank you Irene Montero” started to gain sardonic popularity on Spanish Twitter as users pointed out that women of all shapes and sizes frequented Spanish beaches every summer.
“You’re up there with Nelson Mandela,” said Santiago Armesilla, a left-wing writer, sarcastically thanking the minister for repealing the laws that kept obese women away from Spain’s beaches.
They’ve had enough of your neuroses
The Spanish Ministry of Equality has pursued a series of progressive policies, including the introduction of a Europe-first right to paid menstrual leave.
Jorge Buxade, the leader of Vox’s MEPs in the European Parliament, described the campaign as an insult to working people who are currently struggling to pay their bills during the cost of living crisis.
“They are tired of your neuroses,” Mr Buxade tweeted to Ms Montero.
Cayo Lara, the former leader of the United Left group, now part of Unidas Podemos alongside Ms Montero, said the campaign “created a problem that isn’t there”.
Angela Rodriguez Pam, a junior minister for equal opportunities, tried to justify the campaign by saying it wasn’t about giving women permission to go to the beach, but about the confidence of those who are nervous about their shape.
“Of course we go (to the beach), but in the knowledge that we receive hate for showing a non-standard body,” said Ms. Rodriguez Pam.
The Spanish Institute of Women, an agency of the ministry of equality, said the poster’s publication was only the first part of a campaign focusing on how women are portrayed in advertisements.
“It is essential to recognize and reclaim the existence of body diversity, free from stereotypes and violence,” said Toni Morillas, director of the Institute of Women.
According to the Fita Foundation, which helps people with mental health problems, about 400,000 people in Spain are obese.
Between 4 and 6 percent of adolescents between the ages of 12 and 21 suffer from anorexia or other eating disorders, 90 percent of whom are girls.
While Spanish social media had a meltdown over the beach poster, there was some support from abroad for the message of inclusivity regarding women’s bodies.
“Love this new campaign in Spain! I still find it hard to forget some of those ‘beach body ready’ posters on the Tube
years ago. Would be nice to replace it in my mind with this!” tweeted Isla McMahon of the UK. (© Telegraph Media Group Ltd 20222)