NYC Mayor Bloomberg On A Mission To Improve Girls Self Esteem

NYC Mayor Michael Bloomberg

OK before you get out the pitchforks and start telling us what a dick you think New York Mayor Michael Bloomberg is because of his soda tax and bike initiatives are, give him a chance. The campaign he just launched proves what a forward thinking radical guy he is, no wonder he is a multi-millionaire!

He has initiated a city-wide campaign called NYC Girls Project which aims to target girls from the ages of 7-12 and bombard them with positive messages and images in an effort to prevent them from developing eating disorders and unhealthy body images. The city which is often referred to as the fashion capital of the world, is the perfect platform to create a movement like this, and they are targeting the perfect age, as that is usually when eating disorders start to appear in young girls.

“New York City is going to take a leadership role in sending a message about what really should matter – their skills, their beliefs and who they are and who they are going to be, not what they look like.”  says Mayor Bloomberg about the campaign.

The ads show girls of different races and sizes, participating in various activities. The common thread is the campaign’s slogan at the end of each spot which says “I’m beautiful just the way I am.”

How’s this for innovative, it is the first campaign aimed at female body image taken on by a major city! How often do we see big cities placing value on the self esteem and confidence of a young girl in an effort to give her the best future possible, free from eating disorders, bullying, depression etc. Not often enough, that’s for damn sure!

This awesome new campaign, which kicks off Monday, October 7th, will also offer physical fitness classes for girls through the parks department, a pilot program addressing self-esteem issues for girls at 75 after-school programs, and a Twitter campaign, #ImAGirl.

“Empowering girls to believe in themselves and their abilities is vital to their growing into mature and successful young women.” says Rosa Gil, President and CEO of Comunilife who supports this campaign.

“When we build girls’ confidence, we inspire leaders who aren’t held back by the idea that they need to change what they look like before they can start changing the world.” says Claire Mysko from Proud2beMe which is a program part of the National Eating Disorders Association.

I'm a girl campaign

One of our awesome team writers, Cami Julaine 18, spoke candidly to us last year about her eating disorder which started when she was only 8 years old.

“I remember being as young as 7 years old and my grandma telling me I was too fat. From then on she would comment on everything I ate, and told me what my body shape should look like. I started to become really insecure about my figure and started to envy other girls at school, especially the tall blonde skinny pretty girls, thinking I wanted to look like them.” she said.

Well it’s a good thing Mayor Bloomberg has a heart for women and wants to do something positive. In fact it was one of his aide’s, 38 year old Samantha Levine, who originally approached him about the idea after hearing shocking stories of young girls wearing body-shaping underwear (that normally middle-aged women wear!) and even getting plastic surgery.

“I think being a woman in this society, it’s sort of impossible to not be aware of the pressures there are around appearance, around weight, around trying to always look a certain way,” Ms. Levine said.

The best thing about this campaign is that is features real women and girls, all of whom Ms. Levine sought out.

In the promo video which will be used throughout the campaign young girls will hear messages from the girls onscreen who say “I feel beautiful when I help others, and when I play with my friends.” The notion of beauty and confidence not only being tied into a physical appearance is an important lesson all girls need to learn from an early age.

One of the campaign girls’ moms told The New York Times how eager her daughter was to participate in the campaign, and how important this message is for many other girls.  “We can’t all be models, we can’t all be superthin.”

But we certainly can all be kind, thoughtful, generous and beautiful! Just in ways that society often fails to tell us about.




  1. cheryldelp says:

    What a good thing! I hope other people who are in a position to change things, do so in a powerful positive manner. For a political figure Blomberg seems to have some common sense and a brain that functions well.
    Hope others take a look at this and change for the positive as well.

Leave a Reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.