American model Cindy Crawford, 55, recreated her famous Pepsi advert from 1992 for the University of Wisconsin’s Cancer Care Unit. Limited edition prints of the model, shot by the photographer David Yarrow, have a $40,000 price tag and have raised $1 million. (Photo by David Yarrow Photography)

Bathers brave the cold waters of the North Sea as they take part in the annual Boxing Day dip at Redcar Beach on December 26, 2019 in Redcar, England. The event attracts hundreds of people each year who take to the cold water wearing fancy dress as they help to raise money for a number of charities. (Photo by James Glossop/The Times)

(From front to back) Carson, Rosie and Charlie Surfs Up compete during the World Dog Surfing Championships in Pacifica, California, on August 5, 2023. The event helps local charities raise money by sponsoring a contestant or a team, with a portion of the proceeds going to dog, environmental, and surfing nonprofit organizations. (Photo by Josh Edelson/AFP Photo)

A policeman wearing a coronavirus-themed outfit composed of helmet, mace and shield, gestures towards a vendor (L) at a market to raise awareness about social distancing, during a government-imposed nationwide lockdown as a preventive measure against the COVID-19 coronavirus in Chennai, on April 2, 2020. (Photo by Arun Sankar/AFP Photo)

Two orphaned wallaby joeys enjoy a play date to help them boost their social skills in Australia early July 2023. The rescued joeys are being hand-raised at Aussie Ark in News South Wales. (Photo by Aussie Ark/Cover Images)

A competitor gestures as he crawls beneath barbed wire during the Tough Guy event in Perton, central England February 1, 2015. The annual event to raise cash for charity challenges thousands of international competitors in a cross country run followed by an assault course consisting of obstacles including water, fire and tunnels. (Photo by Phil Noble/Reuters)

Sydneysiders take part in the “AIME Strut the Streets” in an attempt to break the Guiness record for the world's largest swimwear parade on December 7, 2012 in Sydney, Australia. The event was organised to raise funds and awareness for the not for profit charity organisation, the Australian Indigenous Mentoring Experience. (Photo by Lisa Maree Williams)

Project Mermaids model. Project Mermaids lets ocean-lovers don tails and live out their siren fantasies. Clients can pay for a shoot that is either on land or underwater, with the images looking to raise awareness about preservation of beaches, seas and oceans. The project – which is shot by photographers Angelina Venturella and Chiara Salomoni – started purely to raise awareness, with celebrities dressing up as sirens as part of the cause. (Photo by Angelina Venturella/Chiara Salomoni/Caters News Agency)