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This Company Turned a Body-Shaming Trend into a Breast Health Campaign

posted: 06/18/15
by: Olivia Frymark

The viral campaign #BellyButtonChallenge has probably creeped into your newsfeed in the past week. The trend urges social media users to see if they can reach an arm around their waist to touch their belly button and then post a photo online. That's it. Supposedly, the closer you can get to your navel, the healthier (or skinnier) you are. Though waist circumference is associated with an increased risk of heart disease, this challenge has little to do with science.

While some social media users may have a small enough waist to compete in the challenge, there's nothing positive about it. Many people cannot realistically compete in the challenge, triggering it to be considered body-shaming at its worst.

In response to the trend, British lingerie brand Curvy Kate has launched a #BoobsOverBellyButtons trend. The brand is promoting the new hashtag encouraging women of all shapes and sizes to post pictures of themselves touching their breasts (aka give themselves a breast exam). They have also partnered with the breast cancer awareness charity, Coppafeel!, to promote positive body image and raise awareness about the importance of breast health.

So forget tiny waistline anxiety and stay positive about your body image! Whether or not you choose to participate within this campaign, we believe everyone should take their health into their own hands!