girl power

A healthy self-imageis more important than fitting into the skin-tight jeans you wore in college.

That’s the gist ofnew ads by McCarthy Mambro Bertino for Healthworks Fitness Centers, a Boston-based chain of clubs exclusively for women.

“[Healthworks’] main message is that any woman, regardless of shape or size, can go and develop a healthy lifestyle,” said Anna Mitchael, a copywriter at MMB in Boston.

One execution shows the inside label on a pair of faded blue jeans. The copy, which is printed on the label, reads, “Feel 10 years younger whether those old jeans still fit or not.” Another ad states, “Spending four days a week at the gym says more about you than a dress size.”

After Mitchael joined the gym, she noticed the health club didn’t have a clear marketing message. Soon afterwards, she and her partner, art director Jaime Day, fashioned three posters, which broke last week inside the four Healthworks locations: Back Bay, Brookline, Cambridge and Salem, Mass.