LIFESTYLE
17/06/2015 06:17 BST | Updated 17/06/2015 06:59 BST

Boobs Over Belly Buttons: This Campaign Proves There Are More Important Things In Life Than The Belly Button Challenge

Last week, the social media trend #BellyButtonChallenge was slammed by campaigners and charities for putting body image pressures on women.

Originating in China, the craze saw women around the world reaching behind their back and round their waist in an attempt to reach their belly button.

Thankfully, the trend has now been replaced by a movement with a far more positive message.

#BoobsOverBellyButtons is a new campaign created by lingerie brand Curvy Kate in partnership with breast cancer charity CoppaFeel! - and it's a trend we can really get on board with.

A photo posted by curvykate (@curvykate) on

Curvy Kate's website explains the idea behind the movement: "There are a heck of a lot more important things to be checking on your body than whether your arms are flexible enough to reach all the way around your own torso.

"We want to encourage you guys to check your boobs and get to know what normal feels like…rather than doing these ridiculous body-shaming (and downright painful) demonstrations."

A photo posted by @dawg15 on

Commenting on the #BellyButtonChallenge last week, body image campaigner Leyah Shanks said she believes body positivity is on the rise, but that we still live in a "thin worshipping" world.

"It's sad that being able to do the Belly Button Challenge is seen as some kind of achievement. It seems that social media has a tendency to push women to extremes, often towards a goal which is simply not attainable for them," she told HuffPost UK Lifestyle.

"Personally I hope that social media will stop spewing out trends like this which encourage us to compare ourselves to others, and instead produces trends that empower us to be our own kind of gorgeous."

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