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Idaho Falls Sisters Run Positive Image Campaign

A pair of born and bred Idaho Falls sisters are running a positive image campaign for women.

A series of billboards have popped up throughout the Salt Lake City area, and now the duo is hoping to spread their message even further.

Gina Kite is a proud mother of three grown kids, who she raised in Idaho Falls. She said the wholesome, family friendly environment made it easier for her to teach her two daughters that they’re worth more than just their appearance.

“I wanted them to feel good about themselves no matter what’s going on around, no matter what the world said,” said Kite.

Now, that’s the message 25-year-old identical twins Lexie and Lindsay are sharing with northern Utah and the world as they run a positive image campaign for women, rejecting harmful media they say distorts the perception of reality.

“That creates new normal in our minds,” said Lexie. “We feel we aren’t normal, that we don’t look like regular women when we see these images.”

The idea hit home when the pair of Bonneville High School graduates took a college class about the power of media messages. It was something they felt compelled to share, and during grad school at the University of Utah, a one-hour presentation thesis turned into the “Beauty Redefined” campaign.

“(To) teach how to reject those messages to get on to the important things,” said Lexie.

What began as a Facebook status about negative billboards in Salt Lake City a few months ago, has become a mission to do just the opposite.It’s a mission the sisters accomplished last week.

Twelve billboards along roads from Logan to Provo, including three on Interstate-15 near Salt Lake City, are the result of hard work, lots of support, and hundreds of dollars in online donations.

“Probably a total of about 3 of our billboards were paid for by people from eastern Idaho,” said Lexie.

Next on the agenda, is bringing that message to billboards across the country, and most importantly say the sisters, to boards back home in eastern Idaho.

“I find myself maybe spending longer than I should in front of the mirror and I think of the billboards,” said Gina. “There’s more to me than eye candy.”

It’s proof that after 20-some years of learning by example, Lexie and Lindsay are now the ones teaching mom.

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