Empowering plus-size cyclists to get out there and ride. Nowt else.
Fat Lad At The Back
Fat people get called some proper nasty stuff. Our research survey showed there was one overwhelmingly frequent phrase large cyclists are called by the public. At the bottom of this page are extracts from the research. Trigger warning.
Life’s too short to muck about with clothing that doesn’t make people feel good or make them feel included.
Fat Lad At The Back doesn’t agree with the word CAN’T. Actually fat lads and lasses CAN do anything. Oh and we love a bit of word play. Oooof.
The campaign ran in Summer 2022. The response from the public, the press and cycling industry was off-the-charts impressive. Like, proper off the charts. However of the 3 million people who saw the campaign, there were 11 complaints to the Advertising Standards Authority.
After some tête-à-tête the ASA upheld the complaints. So on the 21st Sept 2022, the ASA banned the campaign. Luckily for Fat Lad, the campaign ran its full course in June 2022.
But we did get a rather fabulous letter from the ASA dropping 7 c-bombs. Which is a win in our eyes.