#NoMakeUpSelfie

A craze of no-makeup selfies has taken social media by strom over the last 48 hours. Thousands of women have been posting pictures of themselves with no make up and claimed it is to raise awareness of cancer. It all began with people taking their pictures and then nominating their friends to do the same. At this point there was little evidence of people actually donating to cancer charities, causing doubts about the motives behind the activity. However, throughout the day more and more people have been donating to cancer charities as they post their photos.

Cancer Research UK have said that they have no idea where the craze started but that they are in support.

They sent out this tweet, embracing the trend and urging people to donate £3 by text as they upload their selfies. This is a fantastic example of social media listening. Cancer Research have seen what is being done and responded quickly, meaning that their message was able to be linked the the craze. This turned it into a PR campaign that required little effort on their behalf, but one that has gone viral and looks to gain them lots of support and donations.