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New York City Unveils Campaign to Improve Girls' Self-Esteem

Half the Sky Movement

Mayor Michael Bloomberg has launched the NYC Girls Project, an ad campaign aimed at girls ages 7 to 12 at risk of negative body images that lead to eating disorders, drinking, acting out sexually, suicide and bullying. These ads feature girls of different races and sizes and end with the slogan: “I’m beautiful the way I am.”

The campaign offers physical fitness classes for girls and 75 after-school programs addressing self-esteem issues. It is being promoted via the Twitter campaign #ImAGirl.

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  • Carolyn Sams

    I think this is great and glad that this campaign comes from a genuine passion and desire within the mayor's office (all girls are daughters of city workers!).
    One question: if this was a counter to Mayor Bloomberg's ads to combat teenage pregnancy, smoking and soda-drinking, how will the people leading this project track its success against the more negative approach? Is it specifically # of girls who sign up for their physical fitness classes, or is it potentially more of a longer-term impact?