ROBYN Rice wants you to “feel like you’ve been socked in the gut,” when you see the photos from her new online beauty campaign.

Stop the Beauty Madness features 25 ‘advertisements’ using stock photos branded with honest messages highlighting the “madness” in our current beauty standards.

Rice, founder of Be Who You Are Productions, wants us to question the value we place on physical beauty.

“My main mission is to say if women are worried about their weight and their looks to the point that they’re not actually putting themselves in the world, then we’re missing out on some really extraordinary individuals and some really important conversations we need to be having,” Rice told The Huffington Post.

Rice intentionally used stock images already out there, featuring a broad range of women in race, age and weight.

“There’s not lot of stock photos of black women compared to white women,” she said.

“There’s not a lot of edgy photographs of women. There were countless pictures of women on scales trying to lose weight. That shapes our conversation,” she said.

The campaign’s Community Relations Manager, Lisa Meade, told The Gloss:

“Why is it that no matter who you are, you are in some way impacted by body dissatisfaction, body shame or frustration with the limiting standards that dictate beauty in our culture?

“The more we shared this conversation with women in our lives we found that regardless of age, race, size or any other category you can think of, women face this frustration daily. We found ourselves trapped in a no-win situation.

Ms Rice hopes the next time women look at a magazine, they will question the negative thoughts circling in their heads.

“We want to create that split second thought where you think, ‘Wait a minute. Do I really believe in this?’”

Check out some of the campaign photos:

See the full campaign here.