THIS WEEK, a series of posts on Weibo inspired the belly button challenge – women reaching around their backs to try and touch their own belly buttons.

Some users claimed that completing the challenge proved you had a ‘healthy body’, although evidence was scarce (to say the least).

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Lingerie firm Curvy Kate wasn’t buying it (“We think this is a load of old tosh,” they wrote).

So they launched a response, #BoobsOverBellyButtons – encouraging women to check their breasts instead.

The company wrote on their blog:

There are a heck of a lot more important things to be checking on your body than whether your arms are flexible enough… As Curvy Kate are MASSIVE supporters of UK Breast Cancer Awareness charity Coppafeel!we wanted to show that their boob-checking message is far more important and worth spending time doing… Let’s shame the body-shaming challenges (back at ya!)

They also provided a link with instructions on how to check your breasts. And started it themselves:

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Before others began to take it up:

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Quite a few of them.

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Posting photos for a hashtag that might actually make a difference to someone.

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Yep, it worked out pretty well.

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YAAAASSS.

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Way to go, everyone.

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More: The ‘belly button challenge’ is taking over the internet – but what is it?>

More Here’s the controversy behind the internet’s ‘hold a coke with your boobs’ challenge>