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#BoobsOverBellyButtons Is Much Better Than The Belly Button Challenge

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The #BellyButtonChallenge is over as quickly as it started, and what's replacing it is something much more positive: #BoobsOverBellyButtons.

This new campaign was launched by British lingerie brand Curvy Kate, a proud promoter of body positivity.

The counter-movement, created in partnership with breast cancer charity CoppaFeel!, aims to educate women about the importance of self-checking for breast cancer.

The brand's spokesperson, Hannah Isichei, told BuzzFeed,

There are a heck of a lot more important things to be checking on your body than weather 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 to get to know what normal feels like… rather than doing these ridiculous body-shaming (and downright painful) demonstrations.

Thankfully, tons of women agree and are on board with #BoobsOverBellyButtons.

“There isn't one type of perfect, one ideal shape or size,” Isichei explained.

“We have a strong, passionate and intelligent audience, and we know they'd help us stand up to the body-shamers out there,” she added.

If people are going to take pictures of themselves stretching to try and reach their belly buttons…

...why not instead spend that time performing a self-check for breast cancer?

Need instructions on how to do a self-exam? Head here.

Remember: It's important to get checked by a doctor annually, too.

Now, be free, boobies!

Citations: BoobsOverBellyButtons is a Flawless Response to the Belly Button Challenge (BuzzFeed)