What's up with the black and white 'Challenge Accepted' thing going on in social media these days?

You've most probably scrolled through a number of black and white photos of women, sometimes men, all over Instagram these days. 

Most of the photos, featuring beautiful and strong women, are posted with a simple caption, "Challenge accepted."

This trend, known as the "Black and White Challenge" campaign, aims to promote self-love and acceptance and solidarity among women.

Through private messages, women are encouraged to post a solo black and white photo of themselves with a message that say that women should "take care of each other. We are beautiful the way we are."

They are then instructed to post a photo of themselves and write "challenge accepted" in their captions, then proceed to message 50 other women in private.

The message would end with, "I chose you because you are beautiful, strong and incredible."

Alongside many female netizens, celebrities such as Lovi Poe, Solenn Heussaff, Bianca Umali and Maine Mendoza and politicians like Vice President Leni Robredo and Department of Tourism Secretary Bernadette Puyat joined the campaign and flooded timeline with beautiful black and white photos.

Over three million photos have been posted with the #ChallengeAccepted or #WomenSupportingWomen hashtags — and many more without it — according to a report from New York Times.

Citing an Instagram representative, the report also tracked down the earliest post for this viral challenge to Brazilian journalist Ana Paula Padrão from a week and a half ago. 

Although the campaign aimed for women empowerment, many expressed criticism over the trend.

Ali Segel, a podcast host, expressed in a tweet how she hated that "women want to feel empowered and the first they think of is selfies."

I just hate that women want to feel empowered and the first thing they think of is selfies

— ali segel (@OnlineAlison) July 27, 2020

Meanwhile, digital producer Natalia Buia also expressed how she didn't understand the challenge, writing "Wouldn't it be more appropriate to instead post work we have recently enjoyed that was created by other women? (Books, docs, magazine articles, beauty products, apps, charities, etc...)"

You're not alone here. I don't get this new "challenge" either. wouldn't it be more appropriate to instead post work we have recently enjoyed that was created by other women? (Books, docs, magazine articles, beauty products, apps, charities, etc...)

— Natalia Buia (@itsbooyeah) July 27, 2020

Another netizen shared how they didn't get the challenge until women in real life stopped "slut-shaming other women."

#ChallengeAccepted #WomenSupportingWomen trend has resurfaced. Sorry but makes no sense until in real life women stop slut-shaming other women. pic.twitter.com/KOEtSSX4Io

— nushka (@nocontextanu) July 28, 2020

Many critics are comparing it to the empty black square that recently trended in support of Black Lives Matter, wondering how exactly it helps the cause. 

Despite criticisms, the trend continues to dominate Philippine Instagram.

At the end of the day, as long as women feel empowered and empower others, what's the harm in posting that selfie, right? — LA, GMA News