An online parody of deadly drinking craze NekNominate is sweeping the web where women flash their BRAS – dubbed NIPnominate.
The new viral hit sees ladies posting images of their cleavage instead of downing drinks.
It was started by Michelle Kent, 35, who was so disgusted with the binge booze game she launched ‘Bangers to Cancer’ – dubbed ‘NipNominate’ or ‘BraNominate’.
Rather than downing dangerous cocktails of alcohol, she whipped off her top and posted a photo of her exposed underwear on Facebook, urging others to do the same.
Michelle’s saucy snap soon went viral, with hundreds of users posting shots of their own their cleavage before nominating someone else to do the same.
The Facebook is linked to a JustGiving page where so far more than £2,500 has been donated to Breast Cancer Care.
Michelle, a nursing student from Redruth, Cornwall, has seen her idea grow and attach hundreds of Nipnominators across the world, including model Brandy Amy Brewer.
Michelle said: “It is a wonderful charity and we seem to be getting support from as far as New Zealand, the states and South Africa.
“It is not only women getting involved, but some men have taken up the challenge too. Some of the girls involved had been very shy, but have come on board and done it anyway.
“It’s a way to raise cash and stop this NeckNominate game.”
To donate to Bangers To Cancer visit www.justgiving.com/