It was a pro bono campaign that we developed with an advertising agency. We were focusing on raising awareness both in the public domain and in industry about the unattainable beauty ideals that are in the fashion industry, in fact, in marketing. It's not just the fashion and beauty industries. If you want to look at what kinds of bodies are used to sell cars or tires or whatever it is, it is across all the marketing of consumer goods.
What we wanted to do was raise awareness of the damage that it does when we hold onto a very narrow idea of what is beauty and what that ideal beauty can bring the individual.