A playful campaign encouraging celebrities to wear their pants on their head could help save the life of a desperately ill little girl.
The trend has taken social media by storm and was started by the family of Welsh Hollie Clarke, eight, in the hope it would encourage bone marrow donors to come forward.
After support was pledged by stars including Gareth Bale, little Hollie was found a match – and the family are now keeping up the momentum to get the same outcome for Pitstone six year old Emma Whittaker.
Emma and her brother James, four, both suffer from the rare genetic blood disorder Fanconi Anaemia.
Though James has a match for when he requires a transplant, Emma urgently needs the procedure but has not yet found a donor.
Emma’s mum Rachelle Emberton says Eastenders actress Samantha Womack, Northampton Saints rugby player Alex Corbisiero and British and Irish Lions star Jeremy Guscott have so far tweeted the funny photos of themselves to support Emma.
She said: “We want to enjoy the summer with Emma, as when winter arrives she is more susceptible to infection and will need to go to transplant.
“This campaign is our last push to get a match found, as we are desperately running out of time.”