First lady Michelle Obama is teaming with former first daughter Jenna Bush Hager for a new "Today Show" effort to promote body Image in a campaign called “Love Your Selfie.”

“We’re kicking off a series called Love Your Selfie," Today’s Savannah Guthrie said while broadcasting from Sochi on Thursday.

Here’s how Guthrie described the Obama-Bush Hager effort. “This is all about body Image and there are a lot of people speaking out about this."

Obama has led an effort to combat childhood obesity through her “Let’s Move!” campaign, but the attention to “body Image” is new.

During the show, Bush Hager said she will travel with Obama to promote the series that will also feature notably fit and famous Cameron Diaz and Maria Shriver.

"We're going to go from Russia to the United States and be on the road with her,” the former first daughter said of her teaming with Obama, just back from a skiing holiday in Aspen, Colo.

Today has a twitter group for the campaign: #LoveYourSelfie.

Paul Bedard, the Washington Examiner's "Washington Secrets" columnist, can be contacted at