The popular #nomakeupselfie trend that raised £2 million for a UK cancer research charity within 48 hours is picking up in Malta, with personalities Ira Losco and Moira Delia encouraging others to do the same.
Although many men remarked the photos should actually be taken from the neck downwards, since the online campaign raises awareness of breast cancer, the idea is to take a picture of your face with no make-up and post it on the internet.
Women are putting up selfies on social media like Facebook and Twitter, making a donation to a cancer charity and nominating their friends to do the same.
Selfies were a big thing last year, with Pope Francis taking his first one on a youngster’s smartphone during a pilgrimage and US President Barack Obama taking his with prime ministers David Cameron and Helle Thorning Schmidt at Nelson Mandela’s Memorial.
A male friend said breast selfies would work better
This year selfies have been put to good cause.
The trend was reportedly started with author Laura Lippman posting a picture of her bare face in support of actress Kim Novak after she was criticised for her looks.
It then became associated with Cancer Research UK but has since spread to other charities, including Alzheimer’s Research, and now also locally, Europa Donna.
Ms Losco posted hers after she was nominated by her friend Ms Delia.
“Moira is one of the personalities in Malta who really fights for the causes she believes in. I also share her enthusiasm in using our voices to promote this good cause.
“I also cannot forget my dear beautiful friend Nirvana and the inspirational Helen Muscat. They are a true symbol of strong women who fought their battle against cancer with pride and dignity,” she told this newspaper.
Tireless cancer campaigner Helen Muscat passed away aged 57 last October, a few days after TV personality Nirvana Ciavola Azzopardi lost her battle against breast cancer.
Initially local social media users seemed reluctant to bare their face, but many soon gave in seeing that it was all for a good cause.
When Christina Goggi’s Facebook news feed got flooded with selfies, she looked up information about the campaign and discovered Cancer Research UK.
So she picked up her partner’s cat Chivu and posted a light-hearted selfie.
“Some of my family members didn’t survive their battle against cancer, so this is a sensitive topic for me.
“All it took was a shot with no make-up to raise some awareness and, hopefully, get people to donate.
“Will it raise money? I don’t know if it will make a significant change but at least I tried. My thinking is, people take so many selfies, why not take one that’s for a good cause?”
Nicky Getley has been donating to cancer research quarterly since 2010 when three people close to her were diagnosed with cancer, two of whom were terminal.
Her best friend passed away from ovarian cancer 18 months ago and her friends know how “harrowing” the experience was.
“As I don’t harp on about causes I feel people who see this are definitely reminded how suddenly and quickly cancer can be diagnosed in those close to them.
“I believe it’s definitely raised awareness although as a male friend commented on my sister’s picture, breast selfies would most likely work even better.”
Another fan of social media trends, Natalie Bowen, does not expect the actual selfie to encourage anyone to donate, but it is more about the inclusiveness of sharing the meme.
“Some critics have said its narcissism and fishing for compliments, but I’d argue that it’s more about taking part in something bigger – and if it gets one more donation, or one more person to check themselves then it’s worth it. Sometimes gimmicks are the most effective fundraiser.”
Ms Bowen noted that while the first selfies were just to raise awareness, her British friends were soon including a number to text donations on.
So snap away and donate at www.europadonnamalta.org.mt.