Bethany Townsend’s holiday photo showing her colostomy bags has been seen by more than 12 million people since Crohn's and Colitis UK posted the photo and her story on its Facebook page.

The original photo has been ‘liked’ on Facebook by more than 240,000 users and shared almost 20,000 times since it was posted on 21 June. Her story has also been picked up by national and international media outlets and inspired others to share their bikini selfie.

She wasn’t the first person to post a bikini selfie featuring a colostomy bag, the #GetYourBellyOut campaign began at the end of March. It was inspired by the #nomakeupselfie campaign and was started by individuals to raise money for Crohn’s and Colitis UK by encouraging people to post photos of their stomachs.

After seeing bikini selfies online Townsend, a former model, sent a private message to the Crohn’s and Colitis UK Facebook page with the photo and her story, saying: “After three and a half years, I decided that my colostomy bags shouldn't control my life. So when I went to Mexico with my husband in December last year I finally showed I wasn't ashamed.”

The charity posted the story, using the #myCCUKstory,  and within four hours it had been seen by one million people.

Crohn’s and Colitis UK is urging people to donate to its JustGiving page or donate by text. A spokesman for the charity said that fundraising figures are not yet available.