November 22, 2016 10:47 AM

A new body positive movement is encouraging women to love their #bellyjelly.

Rather than feeling ashamed or hiding stomach jiggles, Movemeant, a confidence-building organization that teaches middle school girls to embrace their bodies, wants women to show off their stomachs while they work out.

Movemeant kicked off its campaign with an empowering video that shows dozens of women freely exercising with their #bellyjelly on full display.

“We all have it. She does. You do. So own it,” the ad says. “When you own your belly jelly, you expose your grit. Your strength. Who you are.”

“When you own your belly jelly, you’re being radically honest. And honesty is beautiful. So be beautiful.”

Movemeant is raising money to teach its body positive curriculum in middle schools and to help young girls better appreciate their bodies at an age when they often pick them apart. The pilot program is currently in ten California Bay-Area schools.

“There has never been a better time to shift the dialogue that women are having around their bodies,” Jenny Gaither, founder of Movemeant, said in a press release. “Embracing our ‘belly jelly’ and celebrating that women are physically strong despite a little jiggle, is a powerful statement and, one we hope will inspire women and girls across the country.”

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