The women of New York fighting back against ads promoting unrealistic body standards.
As part of a guerrilla campaign, affirmation stickers baring body-positive messages are being used to censor ads around the city with crude, body-shaming messages.
Jess Andersen and Ashley Simon launched the #MyBodyDoes campaign, giving away and also selling the stickers printed with phrases like 'my body is a source of joy' and 'I am cultivating a loving relationship with my body' to inspire others to 'nourish self-compassion'.
The creators, who are both yogis, explain why they created the stickers on their website:
"Tired of being bombarded with images that commoditise bodies and define beauty as the gold standard for women, we created supportive affirmations that speak to a more nurturing and complex relationship with our bodies. We polled lots of family and friends to arrive at these four affirmations and we hope that at least one of them speaks to you."
Their mission statement reads: "We celebrate the profound uniqueness & inherent value of all bodies. Our focus is on what our bodies can do and how we relate to them, not how they look."
They've certainly made their mark, as women on social media have been sharing images of themselves using the stickers to reclaim their city and their right to positive body image for months.
The affirmation stickers have been branded across crudely-sold breast augmentation adverts, mannequins with unrealistic body proportions and overly airbrushed clothing campaigns, too.
Last summer, we lamented the rise of irresponsible and toxic advertising when Protein World came under fire for their shocking 'Are you beach body ready?' campaign. And while they haven't died down if these grafittied posts are anything to go by, this grassroots campaign is proof that for every new ad pertaining to unobtainable standards of beauty there's an affirmation to quash it.