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Selfies may be seen as self-indulgent, but a new fresh-faced fundraiser has seen them raise millions of dollars for cancer research.
The campaign asks women to post pictures of themselves without make-up, while simultaneously donating.
Isa Soares spoke to cancer patient Amanda McDonald, one of the first to act on the trend. "It just seems to have spiralled and gained a momentum that nobody could have imagined," McDonald said.
Aaron Eckles of Cancer Research UK expressed his astonishment at how this spontaneous movement began. "It's not something that we started,” Eckles said. “It’s not our campaign message, but if that's what people are trying to do we appreciate that sentiment."
Eckles said the money being raised will go a long way. "It's just been incredible and it will go towards things like clinical trials, towards research projects around the UK that are aimed at beating cancer sooner and bringing treatments to patients faster."
Watch the full report above.