The idea is that a female takes a photograph of herself without any make-up on before tagging a friend to do the same.
More times than I have seen one of these 'selfies' though, have I seen rant after rant from other individuals criticising those who have taken selfies, on the grounds that it isn't a) donating money to the cause, b) actually raising awareness for Breast Cancer, and c) is 'attention-seeking'.
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Firstly let's explore the criticism that those taking the selfie pictures have not donated money to the cause. A photograph of a female without make-up on should not lead to the presumption that said female has not or will not donate any money to this cause. It is likely that many of these women have contributed to Breast Cancer research at some point in their life by, for example, completing the race for life, or buying a Breast Cancer research pin badge or bracelet. Just because they are not donating money right at this moment in time, does not mean to assume that they haven't donated money ever.
Additionally, given the current financial rut and unemployment levels in England, it might be fair to say that charity begins at home. Perhaps some of the females participating in this viral campaign may not be able to afford to donate money to the cause. Thus they take to showing their support to the cause in other ways.
Secondly to those who are lambasting females on the grounds that a make-up less selfie is categorically not raising awareness for Breast Cancer Research. I'd like to dispute that immediately, given that Breast Cancer Research is supporting a constant and timeless illness unlike a non profit organisation raising money for a specific cause at a specific time, such as those charities representing countries like the Philippines. This means Breast Cancer Research has less opportunity for 'mass drives'.
By this I mean since they are around all the time, there is only so much money the organisation can spend themselves on trying to convince others to donate. Therefore what these females have done is commendable; they have taken autonomous responsibility to kick start a new wave of donation for this cause, without the organisation having to get involved. For me, this is a clear demonstration of raising awareness.
However, for those who think that raising awareness should be about showing people how to check for lumps, or to be reeling off statistics, then I pose that if it is not raising awareness then it is at the very least showing support.
Thirdly the claim that these females are 'attention seeking' ought to have your instant dismissal. In an age where the media is potentially the most influential model for young women, where make-up brands fill shelves upon shelves of shops, where there is inherent pressure on girls to look "good", I think it's beautiful that so many young females are coming together for a cause which could affect any one of them, and taking their make-up off for a photo.
For some of you this may not seem like a big deal at all. Given that the majority of females wear make-up most days, there is an element of bravery in taking it all off and putting a photograph on the Internet for everyone who knows you to see. Many women feel "naked" without make-up on, and more so, many women feel "ugly" without make-up on.
What has been awe-inspiring in this campaign is to see these females being complimented on their natural appearance. I've seen other women and men show females that we do not need to wear make-up all the time to look beautiful.
The thing that riled me the most was the incessant cat-calling, the bitter rants and the ugly character of some people on my Facebook newsfeed crawling out over these make-up less selfies.
If you're arguing that a selfie with no make-up doesn't help this cause, then I'd like to suggest that writing bitchy Facebook statuses whinging about it, also does not help this cause.
I for one think it's great that women are showing support for Breast Cancer UK, raising awareness for the cause, and undermining the values the media imprints on us daily all at the same time. It is for these reasons, that if I get tagged, I will definitely be sharing my make-up less selfie.