'No Makeup Selfie' social media craze raises over €400,000Monday 24 March 2014 12.35
The Irish Cancer Society has said it has received more than €400,000 in donations from the 'No MakeUp Selfie' initiative.
The online campaign, which sees contributors posting a picture without makeup and donating to charity, began in the UK where more than €2m has been raised for cancer research.
The campaign soon travelled to Ireland where over 121,000 people have picked up their mobiles and donated via SMS.
A spokesperson for the Irish Cancer Society said it was "overwhelmed by the phenomenal response from the Irish public".
It said the volume of donations had doubled from €200,000 to €400,000 in the past 24 hours.
The charity said funds raised will go towards investment in breast cancer research and the provision of services to cancer patients.
Text donation service LikeCharity said it was still processing a huge number of donations.
The company said: "The power of social media made cancer awareness relevant to an entirely new generation of donors."