THOUSANDS of Irish women have shared images of themselves without make-up on social networking sites to raise hundreds of thousands of euro for a cancer charity, writes Joanna Kiernan.
As a result, the ICS has experienced one of its biggest increases in donations over the past two days, with provisional figures indicating €200,000 was raised in the first 24 hours of the trend alone.
While the viral fundraiser is not directly linked to the ICS, it has been delighted by the response. "We have been blown away by this, it's just incredible," said Kathleen O'Meara, head of advocacy and communications at ICS.
"The difference this unexpected gift will make is huge. When women are going through any cancer, but breast cancer particularly, they are incredibly vulnerable.
"So the naked faces women have been posting in these pictures echoes that vulnerability. It is a statement of support and a very powerful one."