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Online Health and Wellness Resource, Vertical Wellness, Launches "Peel the Hate" Banana Campaign to Bring Awareness to Racist Behavior

Companies mentioned in this article: Vertical Wellness

LOS ANGELES, June 25, 2014 /PRNewswire-iReach/ -- Online health and wellness resource, Vertical Wellness ( has launched its "Peel the Hate" campaign to bring awareness to racist behavior during sporting events. In baseball games, European football games and now the World Cup, players are getting bananas thrown at them as a show of racism.

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To help combat this form of racism, Vertical Wellness has created a series of videos (available in both English and Portuguese) and creative social posts. The campaign prompts people to take a unique photo of themselves with a banana, write or hashtag "Peel the Hate" on it and post it on their social media pages. Vertical Wellness will post various photos on their website during the Fédération Internationale de Football Association's World Cup. The goal is to enhance what FIFA has started with the trending #saynotoracism hashtag.

Prior to the World Cup, Brazil's president, Dilma Rousseff labeled 2014 "the anti-racism World Cup." Brazil is hosting this year's event. A wave of racist incidents during soccer matches prompted this declaration. For example, Brazilian team member Dani Alves had a banana thrown at him during a soccer match in Spain. In response, Alves picked up the banana, peeled it, ate it and then continued playing. Following this incident, fellow team mate Neymar posted an Instagram photo of him and his son holding bananas. Translated, the caption on the photo read: "We are all monkeys."

"To help bring awareness to this disgusting display of racism, we've launched a bold and creative campaign," said Vertical Wellness founder Shanna Israel. "It isn't healthy to be on the giving or receiving sides of racism - both are toxic. We want to erase the ignorance of the few by focusing on the benefits of bananas, as well as show how each person is unique and has individuality to offer this world. Each player is extremely talented and that is what should be the focus when watching sports. It's time to take a bite and make it right."

"For example, we use the Chiquita(®) banana reference guide to show we are all bananas no matter what color we are," continued Israel. "Also, in a tongue-in-cheek approach, we outline the top 10 ways (including healthy ways) to use, and not use, a banana. By joining us and posting photos of yourself and your friends with bananas, we hope to shine a spotlight on the inhumane behavior and help bring an end to it - or at the very least add consciousness."

About Vertical Wellness
With a strong focus on preventative and integrative options based on various lifestyle choices, Vertical Wellness serves as a resource for food, drink, style, fashion, technology, exercise, and travel recommendations that benefit one's health. All of the information available on Vertical Wellness comes from the expertise of MDs, integrative doctors, practitioners, patients, support groups, trainers, chefs, fashion industry leaders, and more.

Designed with an intuitive platform, Vertical Wellness provides a one-stop point of entry for users as they shop for products and gain the tools necessary to aid in their search for optimum health by way of:

    --  Wellness Icons. Navigate the site by lifestyle choice, including raw,
        vegan, paleo, organic, and natural & sweet.
    --  beWell Boutique. Find the hottest eco-designer for your wardrobe,
        supplements to make you look and feel great, and bras that can bring you
        back to sexy even after cancer.
    --  Wellness Terms.  Explore the directory to find out what "gluten-free" or
        "cleanse" really means.
    --  Wellness Tips/Share Your Care. Get tips on what to do, where to go and
        real-life advice from the Vertical Wellness community on what has helped
        when dealing with topics such as fertility and diets for pets.
    --  Latest News. Hear from experts and renowned personalities discussing
        health regimens for preventative purposes and treatments for diseases,
        as well as topics of interest for parents.
    --  Expert Videos. Watch celebrity chefs teaching healthy cooking classes
        and find nutritious vegan, gluten-free and raw food recipes.

For more information, visit the company's website at

Media Contact: Annette Banca, Vertical Wellness, 212-584-4299,

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SOURCE Vertical Wellness