This month it's encouraging women to #ChooseBeautiful, after a social experiment conducted in four cities around the world revealed that most of us just don't appreciate just how darn cute we are.
When faced with two doors next to each other, signed with 'beautiful' and 'average' respectively, an overwhelming number of women opted for the 'average' door.
What struck me is how many women hovered before making the choice, as though first, kind of confused by the situation and then weighing up the choice in front of them.
I'm a big fan of these campaigns. It challenges you to think, not accept what the norm is and well, learn to love yourself- not in a creepy hippy way- but more in a 'yeah, I look good today' kind of way.
Watch the video for yourself and draw your own conclusions, but one thing for sure- with this campaign and the current #ImNoAngel advert from Lane Bryant, what's considered beautiful today is no longer a dead cert, it's more subjective and that can only be a good thing, don't you think?
Photo Credit: Dove