Cancer charity's €1m from 'no make-up' selfies
THE scrubbed and make-up free faces of Irish women (and men) have raised an unprecedented €1m for the Irish Cancer Society (ICS).
The social media phenomenon #NoMakeUpSelfie saw females ditching their foundation, mascara and lipstick all in aid of a good cause.
Facebook and Twitter were flooded with photos of fresh-faced women – and even men joined in on the act.
The craze which started last Tuesday has sparked a flood of donations for the Irish Cancer Society (ICS).
And many well-known faces including Daniel O'Donnell's wife Majella, Sinn Fein TD Mary Lou McDonald, author Marian Keyes, TV host Sile Seoige, and Pippa O'Connor and Holly Carpenter took part.
But not to be outdone, radio and TV presenters Ray D'Arcy and Daithi O'Se also posed for a selfie pic online.
The money raised by the craze will go to fund the society's breast cancer services and research, including free night nursing service, a cancer information helpline and the society's Daffodil centres in hospitals across the country.
Mark Mellett, head of fundraising at the ICS, said that they couldn't believe the response from Irish people.
"We are heartened by the amazing and unprecedented response from the Irish public – both home and abroad – as a result of the #NoMakeUpSelfie movement," he said.
"Since the #NoMakeUpSelfie phenomenon started last week donations have been coming in from supporters in Ireland and across the globe – from Europe to South America, Canada and the USA, New Zealand and Australia – and even from Africa, Asia and the Middle East.
"I am thrilled to say that the society has received €1m in donations. We would like to extend our appreciation to all those who have donated."
One key breast project that will be funded as a result of the monies raised will be the society's Breast-Predict research project – the first ever country-wide cancer research collaboration, involving most of Ireland's leading breast cancer researchers working together to redefine how breast cancer is treated.
One in 10 Irish women will be diagnosed with breast cancer, but eight out of 10 will survive, thanks to new and breakthrough treatments, greater awareness and participation in screening.
Every cent of the €4 which people are donating via text across most networks goes towards the ICS.
The #NoMakeUpSelfie craze has grown organically as a viral movement and is not directly related to the ICS.
However, the ICS has said that they are very grateful for any donations from the general public.