No make-up 'selfies' trend sets off donations for cancer research
Cancer Research UK has seen an “unprecedented” rise in donations after numerous women started posting make-up free selfies on social media sites like Facebook, Instagram and Twitter as part of a campaign to raise awareness in breast cancer.
The #nomakeupselfie and #breastcancerawareness started trending earlier this week, but it wasn't a campaign started by Cancer Research UK.
Thousands of women posted their selfies - including celebrities – donating £3 and then nominating their friends to do the same – along the lines of the infamous Neknomination - and the charity has so far received 800,000 text donations that has amounted to more than £1 million and is still counting.
Aaron Eccles, senior social media manager for the charity said: "We don't know where it came from. We are trying to find out. "Some people say it came from the Oscars, some people say it's an Australian thing or a UK thing."
Some say the make-up free selfies began as a response to all the negative and cruel comments that Kim Novak received following her appearance at this year's Oscars.
Author Laura Lippman - known for her Tess Monaghan series - tweeted a picture of herself free of make up "in solidarity" with Kim Novak, and then thousands of women joined in support, and then someone decided to use the initiative as a cancer awareness campaign.
Eccles added, "But whatever happened, it started organically and just went a bit crazy," and Cancer UK is now encouraging those taking part to text the word BEAT to 70099 to donate £3 to the cause.
Carolan Davidge, director of communications at Cancer Research UK continued, "The #nomakeupselfie Twitter trend isn't something Cancer Research UK started - but it's great to see so many people getting involved to help raise awareness of cancer amongst their friends and family.
"If people would like to choose to support our work to beat cancer sooner, they can visit www.cruk.org."
Some men has also found their own way of getting involved in the viral craze, but they’ve gone the opposite route– by posting selfies wearing full makeup in a their bid to encourage people to donate - not only for breast cancer awareness - but also for prostate cancer research under the hashtag #manupandmakeup.