Friday July 12, 2013 | 08:30 AM
Posted by Rob Gould

Planet Fitness, the health club franchise known for its Judgement Free Zone® and friendly prices, is responding to the results of a recent survey conducted by TODAY Moms of 7,000 U.S. mothers, of which 42 percent said that they suffer from "Pinterest stress" stemming from anxiety that they can't live up to the ideals suggested by images of domestic perfection posted on the site.

OK, just who are these women? "Pinterest stress?" Really? If I was plagued with this I definitely wouldn't admit it. How embarrassing for them. Sorry, I really do love this campaign but I just had to get that off my chest.

Fortunately for all of these stressed out social media-using moms, Planet Fitness is launching a relief effort dubbed "No Pintimidation." The campaign encourages pinning perfectly imperfect content that people can feel good about. Fans can visit the site to upload a photo that might just be a little too perfect, and "de-pintimidate" it by adding embellishments like cats, unicorns or phrases that call out the perfection.

“We thought this was a great way to encourage everyone to de-stress the web and have a little fun at the same time,” said Jamie Medeiros, vice president of marketing at Planet Fitness.

Thanks Jamie. I feel more relaxed already. Not really, but whatever.

I should also mention that I dig your campaign. Well done Jamie. Really well done.

I highly recommend checking it out. Here's to de-pintimidation. Happy Friday!

To de-pintimidate a photo, visit To follow Planet Fitness on Pinterest, visit

The campaign was created by Planet Fitness in partnership with Red Tettemer + Partners.


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Social media has changed the way that many of us learn, purchase, interact and explore the world around us. And, things are just getting started. Social, Social is a place to discuss social media with people from all walks of life. No experts allowed.

About the Author

Rob works as a digital marketing & public relations consultant to agencies, brands, and individuals. He has 20 years of marketing experience. He also currently serves in a volunteer capacity as director of pr/communications for TEDxDirigo. From 2005-2011, Rob served as director of social media & agency communications at The VIA Agency (Portland). Prior to VIA, Rob worked with several PR & advertising agencies in London & Boston. He is a graduate of The University of Vermont (UVM) and a Maine transplant (2002).

Follow Rob on Twitter at @bobbbyg

His real-life interests include art, travel, writing, design, psychology, the beach, & exercise (grudgingly at times).

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