Strava, the social network for athletes, aims to deliver its most inspiring campaign yet with Athletes Unfiltered, a direct call for athletes to be themselves, celebrate the inclusivity of sport, their hard work and reject the curation and negativity found on other social networks.

Launching today the Athletes Unfiltered campaign kicks off with a short film created by BAFTA-nominated production company, Archer’s Mark. The film features everyday members of the Strava community sharing the raw, uncurated ups and downs of their experience with sport. Together, they show the honest, supportive community that separates Strava from other social networks, and that sport has a powerful ability to unite different kinds of people in a time when little else can.

Strava is asking its athletes to go against the grain (as athletes tend to do) by posting anti-filter photos, showing off awkward tan lines, flushed post-workout selfies, filthy hands, or just the unfettered joy of getting through a big day out. Strava is encouraging its community to forget about what people think, tag posts with #AthletesUnfiltered, and bring each other together with raw and ridiculous photos of the sports we love.

Gareth Nettleton, VP of Marketing at Strava, said: “There are two key insights that drove the work, both inspired by what’s wrong with the world lately. Firstly, we live in a terribly divisive time, and sport connects people across lines you might not expect. It is a positive, unifying force, and we want to shine a light on its power to bring people together.”

He added: “Secondly, Strava is a real, raw, very unfiltered social network. 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.”

Tashia Palley, a London-based cyclist and Strava member who features in the film, said: “Strava is more real, more raw, in a way. So when you’ve done some exercise, people are just posting, no make up, sweaty selfies, of what you’ve done. And I think you feel such a buzz when you’re doing your exercise; who cares if you’ve got no makeup or look a mess?”

Harx Kalsi, another London-based runner and Strava member, said: “I show off me, this is me. 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. I think it’s also showing other runners and cyclists, that you should just be yourself, you don’t need to be crazy, you don’t need to be doing mad miles, or you don’t need to be running this quick. Just have fun with it.”

The campaign films were produced by BAFTA nominated Archer’s Mark. Chosen for their excellent documentary film experience, co-directors Mike Brett and Steve Jamison brought their film to life with a documentary feel. The hero film will be distributed digitally and be followed by 12 further shorts, highlighting different aspects of the community.