ByRosa Doherty, Rosa Doherty
A group of north-west London mums and daughters hope to make it a special Mother's Day for Cancer Research UK by raising £1 million through a social media campaign inspired by the #nomakeupselfie.
The Mothers and Daughters committee has come up with the #MyMumandMe hashtag, in partnership with the charity, and is asking people to share a photo of themselves and their mum on Sunday.
"We're a group of Jewish women who have been doing fundraising events since 1999," said committee member Karen Paul. "Our founder, Celia Abrahams, has herself since died of cancer, so it is close to our hearts. We loved the 'no make-up selfie' trend and thought: 'Why not do something similar this Mother's Day?'
"Everyone will be celebrating and it is a great opportunity to share a moment with your mum and give to charity at the same time."
Supporters are asked to tweet or Facebook their photos and text MUM to 70200 to donate £3.
The group has raised £3 million for cancer charities and is among the top three per cent of fundraisers on JustGiving.