Celebrity 'no make-up selfies' raises $16.7m for cancer research in six days
Published on Mar 26, 2014 1:47 AM
LONDON (AFP) - A social media craze involving women around the world posting selfies while wearing no make-up has raised millions of pounds for a British cancer charity - despite some money accidentally going to the United Nations children's fund.
Several celebrities including R&B superstars Beyonce and Rihanna and British model Cara Delevingne joined the grassroots #nomakeupselfie movement on Twitter, Facebook and Instagram.
It is unclear how the hashtag first started trending, but it took off last week and grew organically. It then became associated with cancer awareness, and users began making spontaneous donations.
Finally the charity Cancer Research UK set up a text number to make donating easier, and announced on Tuesday that the trend had sparked an "unprecedented increase" of donations that raised £8 million (S$16.7 million) in the space of six days.
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