A campaign backed by Russian health officials has taken off on social media and people are using a shawarma (grilled meat wrap) to promote it.
The majority of people involved in the campaign are women who are taking selfies for Russian social network VKontakte and are either holding or eating shawarmas in order to promote ‘healthy eating’.
The campaign is creatively named ‘Beautiful Girls And Shawarma’ and is aimed at ‘praising the shawarma as an object of cooking art and to praise the beauty of a woman’ at the same time.
Those are the words of organiser Anatoliy Lugovoy, who went on to state: ‘When you join both it makes a powerful piece of web art.’
The word is that the campaign is meant to mock western eating habits. This is backed up by the fact that, back in 2012, Russia’s chief sanitary officer criticised fast food and claimed that it isn’t a sensible dietary choice for the people of Russia.
However, the campaign has had some criticism, since a shawarma isn’t exactly healthy – and those involved are promoting what is in fact an unhealthy item of food as something that IS healthy.
Commenting on one of the photos on VKontakte, Maria Antonova said:
Everybody knows that shawarma is unhealthy street food. These people who are posting these pictures are idiots if they think anything else.
The mind boggles.