Ditch the Diet this New Year with Lean Cuisine
Fed up of New Year’s resolutions and all this talk of diets? So, is Lean Cuisine... Introducing the Diet Filter.
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Dieting, more exercise and losing weight are just some of the most popular resolutions this New Year’s. It seems you can’t turn a corner without somebody talking about their new health kick…
While a healthy lifestyle is tough to fault, nutritional food supplier Lean Cuisine is concerned with the way in which female body image is presented in the public sphere.
Clearly fed up with the barrage of messages clogging up our newsfeeds and infiltrating our lives, Lean Cuisine created the #WeighThis Diet Filter, which enables us to filter diet-related content on TV and online.
By downloading a Google Chrome browser extension – available here – the filter will automatically block the word ‘diet’ (and any derivative of it) online and replace it with an opaque orange box. Similar content can be muted on TVs by installing a hardware device to scan the unit for dieting's destructive language.
The amount of 'diet' conversations filtered as of today.
The campaign was created in response to shocking research that shows media users come into contact with the word ‘diet’ every three seconds in January.
To reverse the effects that this has on our attitudes towards eating and body image, Lean Cuisine has partnered with Girls Leadership – a California-based educational platform that focuses on female empowerment – and decided to donate a total of $25,000 towards its goal to free females from fitness stereotypes.
“The #WeighThis filter innovation is another way we can encourage women to recognize and embrace their self-worth and focus on what really matters,” says Lean Cuisine MD Julie Lehman.
To find out more about the initiative, visit the Diet Filter website and think about whether your resolutions came about as a result of personal determination or peer pressure.
