The initiative has been organised by Queen’s hair salon in Dublin and it has promised to match all donations by clients taking part in Queens’s Pink Weekend, which takes place over the August bank holiday weekend.
Everyone is urged to take selfies before or after a hair appointment and text PINK to 50300 to donate €4 to the Irish Cancer Society’s Action Breast Cancer Programme.
The Irish Cancer Society (ICS) was a beneficiary of the recent, no-make-up selfie phenomenon, which raised €1m for thecharity.
Ms O’Donnell, wife of singer Daniel O’Donnell, had her hair shaved off on the Late Late Show last September to raise awareness of breast cancer and raise funds for the ICS.
Queen founder and salon director, John Maher, was tasked with the job of shaving Ms O’Donnell’s head — the two have been friends for many years.
Ms O’Donnell said women affected by cancer had to deal with hair thinning and hair loss — it was an issue they could not shy away from.
She said it was appropriate that a hair salon was supporting the thousands of women all over Ireland affected by breast cancer.
“We’d love to see as many hair and head selfies as possible being taken over the bank holiday weekend and whether it’s before or after you’ve had the Queen treatment, it doesn’t matter. Being part of an important campaign is what really matters,” said Ms O’Donnell.
Mr Maher said he was inspired to do something to support a cause that was close to his friend’s heart after assisting in her act of bravery.
“We all want to look good on the outside but being aware of what’s going on inside your body is significantly more important,” he said.
“I think that we can all do our bit, however small, in raising funds and encouraging one another to be more health aware, looking out for signs — lumps, bumps or anything that can assist with early detection.”
Meanwhile, the Irish Cancer Society is urging people in Cork to support its campaign to extend the free national breast cancer screening programme — BreastCheck, to women aged 65 to 69 next year.
The society’s head of advocacy and communications, Kathleen O’Meara, said the 2011 Programme for Government promised to extend free screening to the older age group.
“We are asking people to support this campaign and keep the pressure on the Government to deliver on this broken promise; get online www.cancer.ie, email your local TD and sign our petition,” she said.