An advertising agency is handing out free posters of supermodel Heidi Klum to prevent her German fans tearing them from billboards.
The posters, advertising H&M swimwear, have proved so popular in Germany that more than half of them have been stolen.
Damage running into thousands of euros has also been caused by fans breaking hoardings to get at the posters.
"We put up 750 small posters that were all gone or vandalised within a few hours - it's madness," said a spokesman for the advertising company, JC Decaux.
The advertising campaign is reported to be one of the most successful in German history.
However, it has also been condemned by some Germans as sexist.
Some feminists have vandalised posters, occasionally causing even more damage to hoardings.
Ms Klum, 29, is best known as a magazine covergirl but also has an acting career.
She is also known for her sense of humour, and is remembered for her yodelling performance on David Letterman's US chat show.