First former model and Crohn's disease sufferer Bethany Townsend proudly showed off her colostomy bag wearing a bikini, then bodybuilder and ulcerative colitis sufferer Blake Beckford followed suit.
Now many other men and women with colostomy bags and surgery scars are posting pictures of themselves on social media to raise awareness and acceptance of their conditions.
The pictures, shared with the slogan 'Get Your Belly Out', are fast becoming the latest no-makeup-selfie-style internet trend.
According to South Wales Evening Post ,the #GetYourBellyOut campaign was started by 26-year-old Victoria Marie from Swansea, who was diagnosed with ulcerative colitis five years ago.
Speaking to the paper, Victoria said: "Over the past three months the awareness campaign has exploded and become a global success.
"I personally am passionate, driven and inspired to continue working hard at raising awareness for both Crohn's disease and ulcerative colitis.
"At the age of 26 I feel I have been to hell and back with this illness and it breaks my heart to contemplate how young children cope with such a life-changing illness."