The biggest complaint most people have regarding social media is that it’s not real. Social networks are now pushing more visual content through videos and photos. However, this means that the best image we share often isn’t a reflection of our true life. Strava, the social network for athletes, wants to change that perception.
Their new campaign, Athletes Unfiltered, wants to showcase the raw, gritty and not-so-curated experiences that occur while working out. Strava launched the new initiative with a short film starring real-life members of the network. Throughout the video, those athletes share the thoughts and emotions connected to their activities. While not every thought during a run is joyous, Strava wants their network to be free of the negativity found in other places around the internet.
“Strava is a real, raw, very unfiltered social network,” Gareth Nettleton, VP of Marketing said in a press release. “We believe that people all over the world are exhausted by the pressure to always present a perfect, curated self on other social networks. So we wanted to make it very clear that Strava is a place to put it all out there and be yourself. Unity and acceptance—that’s what this campaign is about.”
Strava wants every user to share their sweaty, authentic post-workout photos, both on their website and on other social media networks. Tag your photo with #AthletesUnfiltered to show the world—or at least your closest social contacts—what you accomplished while running.
“I show off me, this is me,” said Harx Kalsi, a London-based runner and Strava member. “I have rubbish runs, I have great runs. Like, this is what happens. This is who I am, and I am sharing that with you, whether you like it or not.”