This text initially appeared on Folks.com.
A brand new social media marketing campaign is asking ladies to be besties with their our bodies.
Began by the U.Ok.-based lingerie and swimwear line, Curvy Kate, #MyBodyMyBFF is popping up on Instagram and Twitter with a body-positive message that encourages ladies to deal with themselves in addition to they might deal with a good friend. Ladies of all sizes are proudly posting photographs of themselves in skin-baring apparel similar to bras and bikinis alongside the hashtag.
“Why are we so onerous on ourselves when our our bodies and minds are so superb?” asks the Curvy Kate Instagram underneath a photograph of three ladies carrying “Self Love Brings Magnificence” T-shirts. “Nicely we expect it’s time it stopped! #MyBodyMyBFF is a pledge to deal with your physique as if it had been your greatest pal on the earth. We would like you to vow to be sort at each flip and stay just like the queen you might be.”
The hashtag is a part of a promotion to win Curvy Kate merchandise, however its message is far greater, says Communications Supervisor Chantelle Crabb. “We wished to supply a marketing campaign that wasn’t nearly folks posting a one-off image, however extra about ladies becoming a member of a motion and pledging and promising to deal with their our bodies and minds higher, to deal with them with the kindness and care they deserve,” Crabb tells PEOPLE. “It’s additionally actually empowering simply to learn via all of the posts, there’s such all kinds of individuals concerned that it makes you notice simply how distinctive and particular all of us are.”
Every day of the competition, which runs till July 15, a winner will obtain Curvy Kate merchandise. And the corporate hopes the marketing campaign will encourage girl to be extra physique assured. Says Crabb: “A journey to self-love begins with small steps and #MyBodyMyBFF might simply be step one for somebody.”