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On The Beach launches body positive #ThisBikiniCan campaign

Posted by Madison Wisse on
On The Beach launches body positive #ThisBikiniCan campaign

Beach holiday specialist On the Beach has launched a body positivity campaign #ThisBikiniCan after research found that a quarter of women are self-conscious when wearing swimwear on holiday.

The campaign brought women to a pop-up beach in Manchester’s city centre to celebrate bodies of all shapes and sizes. The women wore their bikinis to spread the body-positivity message and expanded the campaign to social media.

Several personalities including Felicity Hayward, Andrea McClean Gemma Collins and more posted the hashtag #ThisBikiniCan over social media.

MoreOn The Beach poised for long-haul expansion

On the Beach is now encouraging women across the UK to post unedited pictures of themselves in their bikini and tag two friends in the post to heighten confidence through community.

Research conducted by On the Beach found that a third of mothers and 23% of women in the UK do not swim on holiday due to low body confidence when wearing swimwear. Also, 15% of women say that visible skin conditions hold them back.

In addition, body positivity issues are highest amongst 18 to 24-year-olds with 39% affected, followed by 32% of 25 to 34-year-olds. A quarter of women over 55 are affected.

On the Beach’s campaign aims to ensure nothing holds people back from enjoying their holiday. With more than half of adults in the UK also being uncomfortable with swimming, On the Beach is offers family-focused swimming lessons.


Felicity Hayward, Self Love Brings Beauty founder, said “I will always stand by the fact that I believe the perfect body does not exist, as there are no two humans on this planet that are the same so you have to aspire to be the best version of yourself, not someone else.

“I would love this message to be told even more so on #NationalBikiniDay as all bodies deserve to be seen and everybody deserves self-love.

Andrea Tarpey, On the Beach head of communications, added: “On the Beach’s #ThisBikiniCan campaign is designed to bust the myth of ‘beach body readiness’ and the unrealistic expectations and pressures that this can bring with it.

“As far as we’re concerned, all bodies are beach ready, and we’re hoping that by celebrating real women and promoting a message around body positivity – irrespective of shape or size – we can help give more people the confidence to get in that pool and enjoy their holidays and summer to the fullest.”

MoreOn The Beach poised for long-haul expansion



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