To dispel the hypnotism of beauty campaigns, we sponsored our own campaign called “It’s So Not Worth It”. It parodied familiar hair and beauty commercials, included time-lapse clips which showed skin turning old and pasty after make-up was applied, or hair falling out after it became coloured or shampooed. The campaign was a great success. We educated our citizens about life choices that enhanced wellness and kinaesthetic control. The by-product of wellbeing and lightness was the experience of feeling beautiful and alive.