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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.

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WORK SMARTER - LEARN, GROW AND BE INSPIRED.

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