Breakthrough Breast Cancer has launched its first fundraising campaign on social media, asking supporters to pledge to make a change in their lives if their friends and followers donate to the charity.  

The 'Change to Challenge' campaign, which launched this week and will last until 10 March, will run across a variety of social media platforms, from Twitter to Instagram, Vine to Facebook. Participants are asked to post a picture of themselves with a sign setting their pledged change on the various social outlets. The campaign aims to raise money and also attract a high level of endorsements on the social web.

Tristam Jones, the charity's national participation manager, said that they wanted to give their current supporters new ways to fundraise for Breakthrough Breast Cancer, while also getting new supporters on board.

The campaign aims to target anyone on social media, although Jones acknowledged that the majority of those who engage most on social networks are of a younger demographic.

Jones said: "There are so many different ways to fundraise, but not every fundraising event is right for everyone: they may not physically be able to run 10k, or they may feel their cooking isn't good enough for a bake sale, so with The Change Challenge people of all ages and abilities can do whatever that they feel comfortable with as they set their own challenges. The only rule is that they need an account on social media."

A Breakthrough Breast Cancer spokeswoman said the personal challenge could be wearing a wig to work if one raises £50 or dyeing one's hair if they raise £100 and attract a specified number of Facebook likes.

Breakthrough Breast Cancer is giving participants until 10 March to reach their target. On that day the charity will ask everyone who took part to post a picture of themselves declaring the change achieved through their challenge on their social media site of choice.

Jones added: “#TheChangeChallenge is a great way to make a difference in your life, and someone else’s. We’re urging everyone to sign up, get involved and support our much-needed breast cancer research.”