Rather than attacking the women who’ve entered the competition, she wants to encourage people to think critically about the editorial decisions made around the contest, and the limited range of beauty ideals celebrated by tabloid papers. To promote the competition in the run-up to the closing date, The Sun splashes pictures of people who have already entered across its pages. On St George’s Day, for example, it featured a four-page spread of “English beauties”.

“If you look at the pictures of the women they select, they don’t really change,” Afoko says. “You’ve pretty much got to be skinny, and almost everyone is white, with long straight hair and giant boobs. And that isn’t about the women who enter – that’s about the people at The Sun deciding what ‘beautiful’ means.

“There’s nothing wrong with looking like that,” she emphasises. “All the women look gorgeous. But a lot of people don’t look like that, and The Sun is basically telling them: you’re not beautiful, so don’t bother entering.” She sees the newspaper as promoting “a sort of Fifties idea of what is beautiful, and I think most people don’t believe that anymore.”

Men are submitting cleavage selfies to The Sun’s Bust in Britain competition