Yahoo Lifestyle 'Stop The Beauty Madness' Campaign Launches
A moving campaign calling out today's unattainable beauty standards has just launched, with the intention to make the viewer feel like they've been "socked in the gut".
Called 'Stop The Beauty Madness', the campaign comprises 25 images that highlight the pressure put on women to meet today's beauty standards.
Created by author Robin Rice, the confronting ads aim to change the belief that a woman's 'beauty' determines her value.
"My main mission is to say if women are worried about their weight and their looks to the point that they're not actually putting themselves in the world, then we're missing out on some really extraordinary individuals and some really important conversations we need to be having," explained Rice. "Women need to be helping the world move in a more beautiful direction - a genuinely beautiful direction."
The campaign addresses all elements of a woman, from her age to her to her weight, with Rice explaining that even those with naturally thin bodies aren't exempt from the discrimination.
"Even if you fit the mold, you get in trouble for fitting the mold," Rice said. "You can't win."
Although the beauty culture won't change overnight, Rice hopes the images will make women rethink the definition of real beauty.
"We want to create that split second where you think, 'Wait a minute. Do I really believe in this?'"
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