Cycling wear brand Fat Lad At The Back (which, naturally, goes by the acronym FLAB) is urging people to focus on personal happiness and avoid setting themselves up for failure with their new campaign New Year Same Me.
The firm insists that while some New Year’s resolutions can seem like a bit of a laugh, for some, the pressure they put themselves under and the inevitable failure can have more serious emotional and psychological effects.
FLAB’s new messaging is aimed at combating some of the negativity and self doubt that consumers are bombarded with thanks to the January onslaught of new diets, new habits and new waistlines. Instead, they encourage prioritising personal happiness over unreasonable goals that will likely end in defeat.
Founded in 2013 by husband and wife team Richard and Lynn Bye, and taking the former’s cycling nickname as its brand name, Fat Lad At The Back aims to fight against exclusion and encourages people of all sizes to get on their bikes and have fun.
The Yorkshire-based firm is on a mission to increase participation and access to cycling for riders of all sizes, offering activewear for cyclists focusing on the larger average size of British men and women.
Last year, FLAB fell foul of the Advertising Standards Authority for a campaign which it claimed was aimed at raising awareness of discrimination against fat people with the strapline “Fat C*n’t, actually Fat Can”. It was devised by agency Mellor & Smith.
FLAB has now released ten New Year Same Me graphics with positive messaging, designed to be downloaded for personal use and to share with friends.
Lynn Bye said: “Losing weight is one of the most popular New Year’s resolutions and also one of those most likely to fail. We already know that diets don’t work and your chances of keeping the weight off even if your diet is successful is still miniscule. Instead, we’re encouraging people to focus on prioritising happiness and not the weighing scales.
“Making a few small lifestyle changes, like getting outside more, swapping in a couple of healthier alternative foods or simply focussing on positive thinking, is much more likely to have a better overall effect on your well being, than trying to make life changing resolutions.”
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