Now that it's officially a new year, the majority of us are focused on our New Year's resolutions to lead healthier lives. Advertisements often tap into this goal with messages that put unnecessary pressure on us to workout, and even shame us for not hitting the gym. But Equinox's new "Commit to Something" ad campaign is different.
It features cancer survivor Samantha Paige with her mastectomy scars fully on display.
Paige is a thyroid cancer survivor who also tested positive for the BRCA1 gene, a genetic mutation that significantly increases a person's risk of certain cancers including breast and ovarian. After going to frequent MRIs and mammograms, Paige opted to have a preemptive mastectomy. Her daughter was 7 months old and Paige explained to People that her decision was based on the fact that she wanted to be healthy enough to raise her daughter.
While Paige did initially opt to have reconstructive surgery, she later had her implants removed. She chose to model for Equinox's #CommitToSomething campaign because it echoed her own values about body confidence and self-love.
In a video for the campaign, Paige explains, "Scars aren't ugly. Scars are really just beautiful badges, reminding you what you chose to go against. Not just the size of your opponent, but the size of your commitment. Because the things that you commit to, are the things that make you ... "
" ... And when the things that make you, mark you, you'll know what commitment is like."
Since Equinox posted the two videos on Instagram on Jan. 3, each one has received well over 10,000 views. Many users are commenting words about their own cancer battles and stating how the ads inspire them.
An Instagram user wrote, "Now that's powerful!!! #superwoman"
Another one explained, "I've always said my double mastectomy and chemo port scars are my badges of courage!"
Paige explained to People that she hopes that the "Commit to Something" campaign inspires others to be more body confident.
"I hope people will look at the image and walk away saying, 'Wow, that's incredible that that woman feels so comfortable in her own skin,'" she explained. "After coming to this place of loving my body and every scar, my goal is to influence, first of all, how my daughter feels about her body as a growing woman, and if it can influence another person to do the same, I feel as if I have done something beautiful."