Forget sugary drinks, New York City Mayor Michael Bloomberg is now targeting girls—in a good way.
Bloomberg unveiled a $330,000 public health campaign called the NYC Girls Project in late September that he hopes will boost girls' self-confidence and reinforce positive body images, according to The New York Times. The posters, which can be seen on buses and subways across the city, have messages that read: "I'm a Girl. I'm beautiful the way I am."
"(T)he campaign aims to reach girls from about 7 to 12 years old, who are at risk of negative body images that can lead to eating disorders, drinking, acting out sexually, suicide and bullying," the Times reports. But instead of being, well, negative, the posters offer images of smiling, happy girls of different races and body types.
That sentiment is even written on the campaign's homepage: "Recognizing that girls as young as 6 and 7 are struggling with body image and self-esteem, New York City is launching a self-esteem initiative to help girls believe their value comes from their character, skills, and attributes—not appearance."
The NYC Girls Project will also offer fitness classes through the parks department, according to the news site, as well as a pilot program that will tackle self-esteem issues at selected after-school programs.
DeVoray Wigfall, a 12-year-old girl in one of the ads, told the Times her response to friends who ask if she thinks they're pretty.
“I say you’re beautiful even if somebody tells you you’re not,” she told the site. “You have to keep your head up, don’t let anybody bring you down.”