London-based WPP-owned creative agency Rainey Kelly Campbell Roalfe/Y&R has launched their own charitable initiative to support the breast cancer cause and raise donations in the UK. 

The #2fingers2breastcancer invites women (and men, too) to paint two nails in pink, cross fingers (making a figure resembling the pink ribbon, Breast Cancer Awareness logo), then make selfie and share it on social media. This will encourage friends and followers to donate £2 via text message with the word NAILS to 70660. The money will be sent to Breakthrough Breast Cancer, agency’s charity.

So far the social-media campaign has seen some impressive virality with more than one million impressions on Twitter with keen interest from influential opinion leaders such as beauty blogger Tanya Burr, media personality Michelle Heaton and Rosie Fortescue, a Made In Chelsea star.

The general amount of the funds raised is not yet reported.