BARE-FACED women from across the county have joined the “make-up free selfie” cancer awareness campaign that has taken the nation by storm.
Women young and old have united and taken to Facebook to share photos of themselves without make-up to raise awareness, and money for, Cancer Research UK.
And the national charity reported it had seen a £1m boost within just 24 hours of the campaign starting.
Laura Jones, aged 25, from Wellington, said: “I decided to take part because it was refreshing to see something good being done through social networking and if I can help raise awareness of cancer through a bare faced photo then I will, as well as donating money to the charity.”
Critics have suggested that the campaign has no “direct link” to cancer and is instead a display of narcissism. But those taking part have hit back.
“It's no less direct than running a mile or fancy dress or even a cake sale. Fund raising doesn't need to be directly related to something to get people talking, providing the message doesn't get lost,” said Heather Mason, from Leominster.
“I know personally all of my friends that have posted photos will have donated and it has most definitely got people talking, raising awareness.”
Somewhat similar to the recent NekNominate craze that swept around Facebook, those taking part take a photograph of themselves bare-faced and then nominate friends to do the same.
That is usually along with the hashtag #nomakeupselfie and a text message receipt as evidence of their donation.
And of course, this campaign does not involve alcohol in any way.
Ella Hughes, from Kington, said Facebook is now "full of photos" encouraging people to donate to the charity, raising awareness of all types of cancer.
“Everyone knows that taking their make-up off and posing for a 'selfie' doesn't cure cancer. The objective of the campaign is to raise awareness, and that is exactly what it has done,” added Keri Hoffman, from Leominster.
"For anyone who hasn't yet done it, I say 'do it!' It's for a great cause. So many of us have already been affected by this disease, and if we haven't yet, then the disappointing reality is that we will at some point. So why not try and do everything we can to help while we can.”
For more information or to donate to Cancer Research UK visit cancerresearchuk.org