The parents of a girl with an inoperable brain tumour have launched a social media cake smashing campaign to raise awareness and fund potentially life-lifesaving treatment.

Six-year-old Edie Jackson from Waltham Abbey was diagnosed with Diffuse Intrinsic Pontine Glioma (DIPG) just four weeks before Christmas and has been given just months to live.

It is the deadliest form of childhood cancer with average survival of just eight to 12 months from diagnosis.

Now, Edie’s plight has inspired a ‘cake smash’ challenge, which encourages nominated participants to be filmed having cake thrown in their face.

Willing partaker are asked to share evidence of the cake smash on social media, including the hashtags #EdiesFight, #EdiesCakeSmash, #DIPGAwareness #DIPGWarrior and #GoSmashIt, then nominate three people and make a donation to the GoFundMe page.

So far, more than 500 people have taken part in the challenge so from all over the UK and as far away as Australia.

Celebrities and influencers have also showed their support, including BBC Radio 1 DJ Arielle Free, Made in Chelsea star Nicola Hughes, TOWIE’s Amber Dowding, editor in chief of Heat magazine, Lucie Cave and author Rosie Nixon.

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BBC Radio 1 presenter Arielle Free shared her cake smashing challenge for Edie on her Instagram page

Parents Craig and Lois Jackson have been overwhelmed by the response to their crowdfunding appeal, which has already raised more than £194,000 towards costly, private treatment for Edie.

Edie’s dad Craig, said: “Edie is absolutely loving watching all the amazing cake smash videos.

“It started off with just friends and family getting involved but we’re now seeing hundreds of videos popping up from complete strangers, who just want to help.

“It is fair to say it is a bumpy and uncertain road ahead but we are taking it one day at a time, learning as much as we can, as quickly as we can, with the unbelievable support of everyone behind us”.

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Editor in chief of Heat Magazine Lucie Cave also took part in cake smashing challenge for Edie

Edie finished a 13-day course of radiotherapy on December 18, and there are no further treatment options available on the NHS.

The position and nature of DIPG brain tumours means surgery is not always possible as it can leave the patient severely damaged.

Edie’s family is now awaiting results from the post-treatment MRI scan and exploring the possibility of clinical trials at a specialist clinic in Zurich, Switzerland

Hugh Adams, head of Stakeholder Relations at Brain Tumour Research said: “It is fantastic to see Edie’s community get behind her and her family through #EdiesCakeSmash and other fundraising events.

“Brain tumours kill more children and adults under the age of 40 than any other cancer yet, historically, just 1 per cent of the national spend on cancer research has been allocated to this devastating disease.

“The bottom line, however, is that they shouldn’t have to be in a position where they are having to self-fund treatment overseas.”

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