This body art is such a great picture story and a brilliant PR idea. The living art campaign promotes healthy eating, specifically encouraging the consumption of more fiber.
The model in the campaign is English cricket star Mark Ramprakash. He had his body painted to 'reveal' his internal organs, such as the colourful painted heart, intestines, colon and bowel. Some images even reveal parts of Ramprakash's brain.
According to the Fibre Foundation's campaign, 80 per cent of the nation isn't eating enough fiber, and their hope is that this campaign brings widespread awareness to the public eye.