New York City is no stranger to controversial programs.  Under Mayor Michael Bloomberg, the city has launched campaigns to ban large-sized sugary sodas, phase out plastic containers, and encourage its residents to take the stairs.

But unlike the city's campaigns to combat teenage pregnancy or ban smoking, the latest effort is upbeat and positive - and it's being met with approval from city residents.  
The new NYC Girls Project is a campaign to help improve the self-esteem of young girls.  The campaign hopes to reach girls aged 7 to 12 years old -- the prime age when girls are at risk of developing a negative body image. The campaign ads - which will be featured on buses and in the subway thoughout the city - launched yesterday.  A 30-second public service announcement video will be shown in taxis, on YouTube and on the campaign’s Web site, which will also offer resources for parents and girls.  You can check out the PSA here.
“I’m a girl. I’m funny, playful, daring, strong, curious, smart, brave, healthy, friendly and caring,” says one ad.  The NYC Project ads feature 21 girls of different races and sizes, some playing sports and one in a wheelchair. But for all of their differences, each ad ends with the same slogan: “I’m beautiful the way I am.”
The $330,000 campaign was funded by the Human Resources Administration, the Center for Economic Opportunity, the Administration for Children’s Services and the Women’s Commission. The campaign also supports physical fitness classes for girls through the parks department, a pilot program addressing self-esteem issues for girls at 75 after-school programs, and a Twitter campaign, #ImAGirl.
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NYC launches campaign to improve girls' self-esteem
The $330,000 campaign will feature ads, fitness programs, and after-school projects to help combat negative body image in young girls.