Cara Delevingne Propels #SmearForSmear Campaign

A new year, a new social media challenge.

Model and actress Cara Delevingne is challenging her fans to smear lipstick all over their faces. No, it’s not a new beauty trend, but something far more important.

In a new Instagram selfie, the Paper Towns actress poses with red lipstick covering her face. She included the trending hashtag #SmearForSmear and stated that this photo was her “Cervical Campaign Selfie.” She also nominated fellow models Poppy Delevingne, Chloe Delevingne, Georgia May Jagger, Suki Waterhouse, and Kendall Jenner to participate in the campaign.

My #SmearForSmear Cervical Cancer Campaign Selfie. I nominate @poppydelevingne @cdelevingne @georgiamayjagger @sukiwaterhouse @kendalljenner to #SmearForSmear. Text JCCT16 £5 to 70070 to help @joscervicalcancertrust prevent cervical cancer

A photo posted by Cara Delevingne (@caradelevingne) on Jan 28, 2016 at 8:36am PST

The new social media challenge raises awareness for cervical cancer, encouraging women to ask their OB-GYNs for Pap smears, a common procedure for testing for cervical cancer. Delevingne’s selfie comes at a crucial time during Cervical Cancer Awareness Week.

According to Jo’s Cervical Cancer Trust, which raises funds for cervical cancer and sponsors the #SmearForSmear campaign, cervical cancer is the most common form of cancer in women under 35. What’s even more serious, they report, is that one in three women don’t take the offer to get Pap smears. However, according to statistics, the cervical cancer death rate has dropped by more than 50 percent thanks to the Pap smear. The test detects changes in the cervix early on and is the best defense.