The Pink Stinks website endorses a campaign “that challenges the culture of pink which invades every aspect of girls’ lives.” Their message is that “body image obsession is starting younger and younger, and that the seeds are sown during the pink stage, as young girls are taught the boundaries within which they will grow up, as well as narrow and damaging messages about what it is to be a girl.” Pink Stinks and cooltobe.me, a non-profit organization that highlights female role models, have collaborated on a film featuring Isa Guha of the England women’s cricket team. They seek to celebrate women who are “inspirational, important, ground-breaking and motivating” because “by presenting children with images of women… all shapes, sizes, colours and kinds, doing all sorts of amazing things… we can go some way to improving their self-esteem and self worth.” Help promote positive gender roles: support Pink Stinks.