A SOCIAL media phenomenon which has helped to raise more than £8million in just six days has seen the number of women in York signing up to help fundraise double in just one week.
Pictures of women going make-up free to raise money for Cancer Research UK, known as the #nomakeupselfie trend on Twitter, went viral last week.
Women from York posting pictures of their make-up free faces and donating in their hundreds have since signed up to take part in the charity’s annual Race for Life event as a result of the social media craze.
Nicki Embleton for Cancer Research UK said: "The rate of sign ups to both the 5k and 10k Race for Life events in York actually doubled in the week following the selfie trend, so we can see it has had an even wider impact on helping to beat cancer sooner.
"We have been extremely lucky with this campaign and we cannot thank those who have got involved enough."
Men in York have also been getting in on the craze, with many posting pictures of themselves on social networking sites. But instead of ditching the make-up, men have been putting on their mascara and lipstick to raise money for the charity.
Marc Brown, 28, of Rawcliffe, wants to encourage other men to get their make-up on to raise money for Cancer Research UK. He said:" If doing something as trivial as putting some make-up on can help raise awareness for such a worthy cause, I'm in.
"More men should get onboard; the male population is fighting the same battle at the end of the day."
The money raised from women, and men, taking selfies in York will contribute to the ten clinical trials Cancer Research UK can now fund thanks to the donations made accompanying every picture taken.
The Race for Life will be held at York Racecourse on Sunday, June 22. For more information and to sign up visit www.raceforlife.org.uk