A baby photographer has taken a swipe at panic buyers by doing a lavish photoshoot holding a roll of toilet paper in her arms like a newborn.
Helen O'Brien and her husband Ben said they got sick of seeing stockpiles of bog roll on social media, but had a sudden burst of inspiration and decided to set up the elaborate 'newborn' shoot.
The 32-year-old put on a white robe, she usually gives to new mums, and dressed up her loo roll with a fancy headband.
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Helen, from Colchester, Essex, said: "It started after seeing on social media people wiping out all the toilet rolls in supermarkets.
"Me and my husband were just rolling our eyes thinking 'why are they doing this? Why are they so precious over these things in particular?'.
"I was sitting on the sofa with him and because I'm a newborn photographer and do family shoots, I said 'wouldn't it be funny if I did a newborn shoot with a toilet roll?'.
"He just said I should. That it would be lighthearted.
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"I'm all about white and elegance. I thought 'should I even do this because it's a bit jokey'.
"But anyone can do it with a mobile phone so I did it in my style. It adds to the humour.
"I've got the props and my little studio, so 15 minutes later I said let's just do it.
"My husband took a couple of shots, but I set up the tripod and did the timer for most of them.
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"We decided to just use me in the photo shoot and I have all the dresses and things, so I set up some shots and posted it."
Helen shared the photos on her Facebook page, for a bit of a laugh, and they quickly went viral racking up almost 20,000 likes.
Helen added: "It sounds ridiculous when you say it out loud. It was just a joke to start with - something lighthearted.
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"We haven't stockpiled toilet rolls, so we just have our normal amount.
"I picked one of the prettier ones - some are a bit rubbish and thin. They're all white and don't have any patterns on.
"I selected one of my little newborn headbands and a wrap and popped it on.
"We were in stitches together. I was rolling my eyes at the things Ben encourages me to do, being silly."
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Helen said she hoped the fun shoot would make people smile but was shocked by the response.
She added: "I thought my followers would find it amusing in these 'scary' times - as some people think they are. It just went a bit crazy from there.
"I haven't had one negative comment - it's all been lighthearted. Everyone that I've seen said 'this has made my day'.
"It's good to see some positivity coming from it - it's what we need at the moment."