We gave women the opportunity to change the social conversation from negative to positive using a the Instagram tag function. “Tap to Own It” gave women the power to take control of the image and change the attitudes from self-loathing to self-love, empowering women to accept all of their body. No matter what you got, #OwnIt.
We created customized Instagram tags so that when users tap on the image the message changes from a negative to one of empowerment.
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