This Newspaper Asked for Cleavage Selfies and It Backfired Miserably

March 30th 2016

Laura Donovan

British publication The Sun learned the hard way that asking for breast selfies doesn't exactly inspire maturity on social media.

As part of its Bust in Britain competition, the publication told readers to send in "busty selfies" for a chance to win £1,000 and a photo shoot. In short, women send in photos of their breasts and potentially make big bucks for it later. What could go wrong?

Though some women submitted photos of their breasts directly on The Sun's website, many people mocked the competition, with some calling out its degrading undertones. Distractify writer Lindsey Robertson pointed out the profound sexism of the campaign for "telling a woman that her boobs are the most valuable thing she possesses."

"You guys, boobs are great," Robertson wrote. "I am not here to argue anything to the contrary. As a lady, I can fully appreciate their aesthetic value and overall awesomeness. But, just once, it'd be totally dope if we could all admit that having great breasts is not actually an amazing feat of success."

As a way to poke fun at the exploitative nature of the endeavor, several men sent in silly photos of themselves showing their butts, and pretending to have cleavage for a chance to cash in. Here are some funny responses from men:

The Sun has a complicated relationship with breasts.

Last year, the publication killed its infamous Page 3 feature, which included photos of topless women. Page 3, which first appeared in the publication in the 1970s, folded three years after the start of the No More Page 3 campaign. A woman named Lucy-Anne Holmes streamlined the movement to fight the objectification on women in media.

"What saddens me is the effect this 'women as a sexual object' culture has on young people," she wrote in a 2012 piece for the Independent. "The Sun is our most widely read newspaper. Men across the land buy it, it lays on breakfast tables, it sits in living rooms for the TV guide, it’s found on trains and buses. Our sons and daughters see it. For the sons, they learn that it’s ‘normal’ to say ‘cor, look at the tits on that’ and for the daughters, they see this as something to aim for, or something that they fall short of."