Fitness Chain Promotes Its Anti-Intimidation Philosophy Via Pinterest Campaign
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By Melony Roy
PHILADELPHIA (CBS) — If you suffer from “Pinterest stress” — the worry that you are not creative enough or crafty enough, a nationwide chain of health clubs has created a relief effort just for you.
Known for its “Judgment Free Zone” and “No Gymtimidation” philosophy, Planet Fitness has launched a social media campaign called “No Pintimidation.”
“We decided to launch nopintimidation.com on the heels of a recent survey conducted by the Today Show of 7,000 US mothers,” says Planet Fitness director of public relations McCall Gosslin. “Forty-two percent said that they suffer from Pinterest stress, stemming from anxiety that they can’t live up to the ideals on the web site.”
Through the campaign, the company felt it could relieve some of the pressures and help people embrace imperfections.
“(It’s) a really fun way to encourage people to go online and not be worried about the perfect images they may see on Pinterest and upload a photo that they might feel is a little too perfect,” Gosslin says. “They can click ‘de-pintimidate’ and it will automatically add fun embellishments like cats and unicorns or phases that call out that perfection, and they can pin them to their own boards on Pinterest.”
On Pinterest, Planet Fitness has 1,000 followers, 11 boards, and 95 pins.