Bangers to Cancer Viral Campaign
Dubbed NipNominate the viral campaign sees women and men baring their cleavage for charity.Facebook

Thousands of people have been posting images of themselves flashing their underwear on social media in an online parody of the deadly drinking craze NekNominate.

Dubbed NipNominate, the new viral sensation has seen people posting images of their cleavage online to raise awareness and funds for a charity called Bangers to Cancer.

The trend for stripping down to a bra with the banner 'Bangers to Cancer' was initiated by 35-year-old Michelle Kent, to counter the binge drinking game that resulted in three Britons losing their lives.

Appalled by the reports Kent whipped off her top and posted the image on her Facebook page urging others to nominate someone to do the same.

"It is not only women getting involved, but some men have taken up the challenge too. It's a way to raise cash and stop this NeckNominate game."

In less than 24 hours in, NipNominate has raised nearly £4,000 for donated to Breast Cancer Care.

The NipNominate phenomenon has quickly spread around the world. "It is a wonderful charity and we seem to be getting support from as far as New Zealand, the states and South Africa," said Kent.

Bangers to Cancer
The viral trend has reached as far as South Africa.Facebook

"It is not only women getting involved, but some men have taken up the challenge too. It's a way to raise cash and stop this NeckNominate game."

Women, men and even pets have been seen donning a bra and posting a selfie for charity before nominate three others or more and making their donations then donate. And those too shy to bare their cleavage are wearing their bras over their T-shirts.

Kent hopes the trend will raise £50,000 for the cancer charity while serving as a positive antidote to NekNominate.

Bangers to Cancer Facebook Page
It is hoped the campaign will raise £50,000 for breast cancer charities.Facebook

Earlier this week, the former professional rugby player Ross Samson, who is said to have inadvertently started the deadly NekNominate craze which has claimed three lives in Britain said 'it has gone too far'.

The sportsman uploaded footage of himself 'necking' beer to Facebook and told his friends to do the same.

Within days of the post by the former London Irish and Barbarians player, the game was being regularly mentioned on Facebook and Twitter.

The deadly drinking game was first mentioned on Twitter in 2011 and there were 198 mentions of it throughout 2013.

Donate to the Bangers to Cancer campaign at: http://www.justgiving.com/Bangerstocancer @bangerstocancer