Irina Shayk posted a selfie to Instagram this week. The swimsuit model appears topless holding a piece of paper to cover her modesty, and written on it is #Bringbackourgirls – a campaign started on Twitter to locate over 200 Nigerian schoolgirls kidnapped from their beds.

Whilst dozens of celebrities have tweeted the hashtag over the past weeks – this seems a new low for the campaign.

It’s truly depressing that people can be encouraged to jump on any kind of bandwagon so long as there is the opportunity for them to show off in the process.

The dire circumstances that the Nigerian schoolgirls are facing – being sold into the sex trade simply for being women who wanted to learn – are uncomfortably contrasted with Irina’s half naked selfie.

It’s distasteful, it’s smug, it’s completely wrong for the campaign in hand. It reeks of false feeling.

What does Irina Shayk think she’s going to achieve from posting this picture? Apart from some further verification of how stunning she is? How will her 1 million Instagram followers help just from being aware that 200 girls are missing in Nigeria. I’ll give you the answer: Nothing.

Does she know who she is asking for help? Does she know what she wants done? Is she donating money to aid the rescue effort? Probably not. But hey, she’s tweeting a picture of it folks thereby proving herself a caring, charitable human being.

I know there will be plenty of people who disagree with me on this, people who think that any kind of ‘awareness’ is good. Personally I find it smug and uncomfortable – simply an excuse for people to feel like they are making a difference , when really they’re doing nothing at all.