Why women are smearing their lipstick for Instagram pics

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It isn’t a fashion faux pas in your Instagram feed — celebrities and women around the world are smearing their lipstick for a good cause.

The new #SmearforSmear social media campaign and hashtag, spearheaded by UK-based organization Jo’s Cancer Trust, aims to raise awareness during Cervical Cancer Awareness Month this January. Participants post selfies with smeared lipstick, encouraging women to get regular Pap smears to screen for cervical cancer. Then, similar to the viral ALS Ice Bucket Challenge, they nominate friends and family to do the same.

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