Going viral: The 23-year-old model who posed in her bikini with her colostomy bag.

Instagram bikini selfies are a dime a dozen. There are probably more floating around the Internet than cat videos, or Game of Thrones memes. But – and we really never thought we would say that – this is a bikini selfie with a greater purpose.

It wasn’t taken to sell a celebrity’s ghost-written book. It wasn’t taken to inspire young girls to reach a goal weight. It was taken to show that women should be comfortable in their own skin.

This is 23-year-old Bethany Townsend. She lives in Worcester, England. And, since the age of three, she has had Crohn’s Disease (which is a type of inflammatory bowel disease).

That thing on her stomach is her colostomy bag. Townsend was recently fitted with the bag as part of her ongoing treatment for the illness, which attacks the digestive system affecting the sufferer’s ability to process food and waste.

Her picture has been viewed millions of times since it was posted on the Crohn’s and Colitis UK Facebook group.

Townsend was overwhelmed by the reaction. The former model told The Huffington Post:

“I’m just so glad that it’s brought about more awareness of Crohn’s disease and it’s made me feel so much more confident about the colostomy bags.

“If I can inspire or help other people in my position to feel a little more comfortable in their own skin then I’m really happy.

“When I first had the bags fitted I was devastated – the reaction to this photo has really helped me accept them.”

The picture has also prompted multiple copycat shots, which have been shared on the Crohn’s and Colitis UK Facebook page. Take a look at some of them below: