Dove has just launched a new social media campaign which highlights and challenges how some of the large media outlets portrays and judges female athletes on the basis of their body, clothing and beauty and not on the basis of their athletic performance.

Dove has been collecting such objectifying comments from media outlets since June and have collected a total of 25.3 million. They have now partnered with Former gymnast and Olympic gold medalist Shawn Johnson to launch #MySayMyBeauty campaign where everyone can read all the comments and then directly tweet a response back to the media outlet about that particular comment.

Dove has also gotten a billboard in Times Square, New York where these actual sexist comments will be broadcasted to show general public how these media outlets do not truly represent the athletic performance of women.