UK women raise money for breast cancer charity by flashing cleavage

London: UK women are raising money for breast cancer charity by flashing their cleavage.

The online craze, which is dubbed as NIPnominate, has already begun to counter the deadly binge drinking game NekNominate, which earlier made rounds online, the Daily Star.

Michelle Kent from Redruth, Cornwall, started the ' Bangers To Cancer campaign ', which went viral soon after on Facebook, as hundreds of users posted sexy pics.

The 35-year-old nursing student's group is linked to a 'JustGiving' page, where more than 3,000 pounds has been raised already for Breast Cancer Care.

Kent said that it is a wonderful charity and they are getting support from New Zealand, US and South Africa.

She added that some men have also taken up the challenge and this charity is an easy way to raise cash and stop this NekNominate game.