Pictures of healthy women in push-up bras may raise money, but they offer sufferers no support – unlike the powerful images of Beth Whaanga. Neknomination, the online drinking game that has led to cases of hospitalisation and death, has inspired a range of social media responses. You'd have to be pretty churlish to pick on one that has raised thousands of pounds for breast cancer care. Nipnominate urges women to post pictures of themselves in their bras; hashtagged #bangerstocancer, it links to a Just Giving page where those enjoying the pictures can donate to the campaign – like a feelgood, charity version of Nuts or Zoo. Michelle Kent, the founder, has already raised £2,500.
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