Why These Posters for Body Inclusion Say 'Fat C*n't

Every once in a while, a billboard demands a second look, and the latest creative from inclusive U.K. cycling brand Fat Lad at the Back is no exception.The business, which sells plus-size sportswear, is running a series of attention-grabbing out-of-home (OOH) ads up and down the country which read: "Fat C*n't. Actually Fat Can." At first glance, the creative appears to direct an expletive at the subject. But, a closer look reveals a creative idea designed to underline the fact that people of all sizes can ride a bike, be fit and take part in sports. The push, from agency Mellor&Smith, was based on the experiences of the plus-size community, who told the brand that they often experienced abuse while cycling. A look on social media uncovered more horror stories, with cyclists detailing how drivers had described them as "Fat C*nts" when pedaling their bike uphill and on family bike rides. Earlier this year Fat Lad at the Back's own social media ads were subject to trolling, with people describing the models as "fatties," using hippo emojis and more. Designed to get people talking The aim of this campaign, which will run on official OOH sites as well as being fly posted and promoted on social media, is to give people something to shout back. The brand said it wants to challenge the misconception that people with bigger bodies cannot participate in sports, and reclaim the word "fat" in the process. "Some sections of society think larger people can't ride a bike or run a marathon... we're trying to change that because it's absolutely not true. We see people in our community doing incredible things every day. That needs to be celebrated—it's just that we've chosen to do that in a slightly edgy way," explained Fat Lad at the Back co-founder Lynn Bye. In a blog post, she wrote: "To us, fat has never been a negative word—it’s just another adjective. People are fat and society needs to stop making that into the only thing they see." "Your body doesn’t define you. We want people to start talking about this so that we can educate society and teach them to respect and accept people of all sizes," she added. Fat Lad at the Back was founded by Bye and her husband Richard after he found it difficult to get cycling clothes that fitted properly as a 265lb (120kg) man. Fed up of the lack of available options, the pair decided to set up the company to cater to riders of all sizes. Despite being rejected by U.K. TV investment show Dragon's Den (a similar reality proposition to the Shark Tank in the U.S.), the business is now worth $5.9 dollars. The store sells everything from cycling leggings to caps, and also runs events for customers including the annual "Big Fat Bike Ride." It works with a community of people who want to challenge "fattist" culture to develop its products and marketing strategies. Paul Mellor, managing director at Mellor&Smith, said: “Fat Lad stand[s] for something, and they stand with their community. [This campaign] is not wishy-washy… it’s straight forward and it’s empowering. This campaign highlights a massive issue within the community and gets people talking.” Halo Top Continues Its Body-Positive Message With 3 New Spots

Creative Advertising

These Shocking 'Fat C*n't' Billboards Are Actually Meant to Challenge Body Bias

An inclusive sportswear brand says the campaign is designed to show body size doesn't matter when it comes to sports

Rebecca Stewart

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Rebecca Stewart