Following the release of her latest video, “Pretty Hurts,” Beyoncé has launched a social media campaign that strives to spark an “epic conversation on the nature of beauty.”  In “Pretty Hurts” the star portrays a pageant participant who struggles with self-image issues and an eating disorder. In the end, though, she realizes that the pursuit of true happiness is the most important work of life.

For the campaign, which starts today, Beyoncé is asking her audience to post images and video on Instagram that answer the question “What is beautiful to you?” with the hashtag #WhatIsPretty. Images will appear on the site, for the next four weeks.