Discussion surrounding body image and beauty ideals is never far from the headlines, but it looks like a recent incident in the British capital is going to result in further discussion - and rightly so.
Taking to social media to reveal she was fat-shamed on her morning commute, Kara Florish uploaded an image of a business card she received while travelling on the Tube in London.
Degrading individuals of a certain weight and appearance, Overweight Haters Ltd. laid bare their feelings in a move which has disgusted social media users this week.
The business card which pours scorn on certain members of our society reads: "Our organisation hates and resents fat people. We object to the enormous amount of food resources you consume while half the world starves."
Continuing their tirade, they explain: "We disapprove of your wasting NHS money to treat your selfish greed. And we do not understand why you fail to grasp that by eating less you will be better off, slimmer, happy and find a partner who is not a perverted chubby-lover, or even find a partner at all."
In a final crushing blow, the card concludes with a cruel insult, reading: "We also object that the beatiful pig is used as an insult [sic]. You are not a pig. You are a fat, ugly human."
Stunned by the incident, Kara informed Twitter users of the morning's events, explaining: "Was handed this card on the underground."
The post which has circulated on various social media platforms has stunned members of the public, but Kara insists she refuses to take offence, saying: "I am not upset myself, I am smaller than the national average and not exactly obese, but this is hateful and cowardly and could potentially upset people struggling with confidence and eating disorders."
Hoping to raise awareness of the incredibly cruel campaign in order to prevent further upset, Kara finished by urging social media users to express their distaste, writing: "Please tweet and share this if you are also outraged. Plus- to the person who wrote this card, go back to school, you can’t spell 'beautiful'."
Kara has been inundated with messages of support since the incident, with one fellow Twitter user revealing he witnessed another female commuter receive the same card during another Tube journey.
We are utterly stunned by the cruel act.