One of the best things to come out of New York in recent weeks is the city’s decision to launch the NYC Girls Project, an initiative aimed at increasing the self-esteem of girls between the ages of 7-12 and hopefully decreasing the instances of bullying, eating disorders and self-harm.

All of the girls appearing in the 21 ads are New York City residents and daughters and friends of city workers. None are professional models. While some of Mayor Bloomberg’s other initiatives use scare tactics and are rather tasteless (his anti-teen pregnancy campaign, anyone?), but the positive, upbeat tone of this one is a definite winner.