The U.K.’s daily tabloid newspaper, The Sun, asked its readers to tweet pictures of their cleavage in hopes of winning the equivalent of $1,400.
The paper tweeted, “got some front? Share your breast cleavage snaps for chance to win £1k.”
The paper wanted women to send in photos of themselves and issued a step-by-step process for taking the “perfect selfie.” First, readers were encouraged to “choose a sexy bra,” then “wear the right top” and “apply make-up.”
“Plus-size lads” were encouraged to don jeans and t-shirts to enter the site’s “Brawn Idol” contest for “chunk hunks.” But, the cleavage contest seemed to appeal to them a bit more.
Things went left when male readers ditched their tees and jeans and began sending in photos of their own cleavage.
There’s still time to get in on the misogynistic fun. The competition closes at midnight on April 10.