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At this point, you’re probably familiar with the #BellyButtonChallenge. <Click if you’re not!

The trend, which originated late last week on Chinese Twitter-esque network Weibo, has generated upward of a hundred million social media posts in which people attempt to reach an arm back behind their waists and manage to touch their belly buttons.

The desired result — thought to be facilitated by the ideal of a thin waist — is supposedly an indicator of health, though no study backing this up has been identified.

Instead, a competing challenge has popped up: #BoobsOverBellybuttons.

It was started by British lingerie brand Curvy Kate.

No, it’s not referencing the natural position of breasts when a person is standing upright.

It’s about promoting body positivity — something Curvy Kate spokesperson
Hannah Isichei told BuzzFeed Life “is at the forefront of everything [they] do” — and prioritizing proven medical procedures over what so far seems to be an imaginary health study.

Curvy Kate has long been affiliated with U.K. charity CoppaFeel!, which aims to keep women informed about their breast health and raise awareness about breast cancer.

“[T]here are a heck of a lot more important things to be checking on your body than whether your arms are flexible enough to reach all the way around your own torso,” reads Curvy Kate’s blog entry about their counter-movement.

“We want to encourage you guys to check your boobs and get to know what normal feels like… rather than doing these ridiculous body-shaming (and downright painful) demonstrations.

“Plus,” the blog says, “who doesn’t like having a good feel of their boobs!”

“We celebrate diversity and all women, so when we saw the #bellybuttonchallenge trending over the weekend it went against everything we try to communicate with our fans,” Isichei told BuzzFeed Life.

“There isn’t one type of perfect, one ideal shape or size and there definitely isn’t only one way to be healthy… We have a strong, passionate and intelligent audience and we knew they’d help us stand up to the body-shamers out there.”

“We thought, if people are going to spend time trying to reach round to their belly button and share that message, why not spend time doing a boob check and sharing that — which is a far more positive health message, and could actually change your life!”

Curvy Kate has included CoppaFeel’s instructions on how to check your boobs in their blog entry, and reiterated to BuzzFeed Life how important it is to get any abnormalities checked out by a professional.

If you want to share your own boobventure photos, feel free to tag them with#boobsoverbellybuttons on Instagram.

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