To kick start October and Breast Cancer Awareness Month, model Rosie Huntington-Whiteley is showing us her bra…

Nope, this is not some raunchy post about a celebrity stripping, but in fact a story about a powerful campaign putting indulgent selfies to good use.

As part of Breast Cancer Awareness Month, Rosie Huntington-Whiteley is leading a gang of celebrities on social media – posting selfies to Twitter, Instagram and Facebook – encouraging women across the world to show off their bra straps and nominating friends to do the same.

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Women are encouraged to take a selfie showing off their bra strap, sharing the picture on social media and then, similar to the ALS Ice Bucket Challenge, nominating friends to do the same. They are then encouraged to also donate £3 (Dhs17.7) to the charity.

Rosie Huntington-Whiteley Launches #ShowYourStrap

Rosie Huntington-Whiteley Launches #ShowYourStrap

Rosie started the craze after teaming up with British high street brand Marks & Spencer and Breast Cancer Now, creating the hastag #ShowYourStrap.

Game of Thrones actress Maisie Williams, UK TV star Millie Mackintosh and models Daisy Lowe and Erin O’Connor soon followed suit.

daisy lowe Rosie Huntington-Whiteley Launches #ShowYourStrap

Daisy Lowe shows us her bra

As well as promoting the social media campaign, model Rosie has also designed a 19-piece range for Marks & Spencer of which 10 per cent of sales will go to the Breast Cancer Now charity. One of the pieces from the collection includes a post-surgery bra, something that breast cancer patients usually struggle to find in non-specialist, high street stores.

Rosie Huntington-Whiteley Launches #ShowYourStrap

Game of Thrones actress Maisie Williams

Breast Cancer Now is the UK’s largest breast cancer charity dedicated to funding research into this devastating disease. According to the charity “more than 80 per cent of women with breast cancer are still alive five years after diagnosis but around 50,000 women are still diagnosed with breast cancer each year. Around 12,000 women die of the disease each year.”

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A Marks & Spencer spokesperson said: “The money raised by the partnership will help Breast Cancer Now’s scientists discover a way to calculate an individual woman’s risk of developing breast cancer. It is hoped this vital research will lead to the development of a risk assessment tool in the future that will better inform women of the options available to them based on their own, personal risk of breast cancer.”

Be part of the campaign and #ShowYourStrap.