We’re living in a selfie sort of world, of that we’re certain. While the smartphone shots are debatably overpopulating the interwebs, we’re all for busting out our best duck face when it’s for a good cause. So far we’ve seen no makeup selfies take over Instagram for cancer research and the Ice Bucket Challenge bombard our news feed for ALS. And now the latest charitable social media fad is all about rocking some ulta smeared lipstick.

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The viral campaign, taking off under the hashtag, #SmearForSmear, features ladies in smeared lips to emphasize how important it is for women to schedule regular pap smears. The campaign was started by Jo’s Cervical Cancer Trust, a UK charity dedicated to women and families affected by cervical cancer. The trust explains, “Smear tests (cervical screening) save 5,000 lives a year, yet one in five women who are eligible to attend do not take up their invitation. For young women aged 25-29 this rises to one in three.”

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The campaign, which was launched on the 25th in honor of Cervical Cancer Awareness Week, has already snagged some smeared snaps from ultra-fashionable celebs like Georgia May Jagger and Rita Ora. Just like the Ice Bucket Challenge, the trust encourages you to take your own selfie with the hashtag #smearforsmear and then nominate a friend to do the same. If you’d like to toss in a donation to the trust’s admirable work, you can also text “CCPW01 £3” to 70070, or for all US-dwelling folks, skip the international texting charges and donate online. Now, grab that smartphone and let’s see your best Joker face.

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Share your #SmearForSmear pic with us by dropping us a link in the comments below!

(images via @thewriteup, @anikazzzbeauty, @georgiamayjagger, @ritaora + h/t Bustle)