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Dannii Minogue is fronting a social media competition, created by Jam, to promote the latest series of the reality show Britain & Ireland’s Next Top Model, which is being shown on Sky Living. As part of the Insta-Model competition, Minogue and Elle Macpherson, who are both judges on Britain & Ireland’s Next Top Model, ask viewers to take pictures of themselves that conform to certain themes – fierce, pout and "selfie" – and upload the images onto the social networking sites Instagram and Twitter. The public will then be able to vote on Twitter for their choice. The work was created by Ben Da Costa and Ian Gambier.