Alexandra Devine, who is best known as Wearside's entrant to this year's Miss England final, underwent two hours of prosthetic make-up to challenge people's perception of beauty.

The striking image of the 19-year-old will now appear on a billboard outside Gill Bridge police station, Sunderland, to raise awareness of alopecia charity BeBold.

Alex, who is originally from Millfield, said: "Alopecia is not something I was really aware of until I became involved in the charity, and I think that's the case for a lot of people.

"I don't think people expect to see a beauty pageant winner looking like this. It just shows that beauty is not all about what you look like on the outside."

The billboard is set to turn heads when it appears on the prime site to promote the BeBold charity ball.

Held at the Rainton Meadows Arena from 7pm on September 12, the event is being hosted to raise funds for an alopecia camp.

Young sufferers and their families will be able to stay at the camp next summer to meet others in the same situation and work on building confidence and self-esteem.

Miss Sunderland organiser Simon Robertson, who also appears on the billboard, which is sponsored by Tribeca salon, will be hosting the event.

Simon, of One Voice Productions, explained: "Alopecia affects so many people, but there's hardly any awareness of the disease or where to go for help, so this is a great opportunity to raise the profile of the charity.

"I think to be made up without any hair is a brave thing for any model to do but especially when you have just won a high-profile title such as Miss Sunderland.

"It shows the competition, which hasn't been held for a number of years, is back with a bang and is not all about glitz and glam."

Other high-profile figures to appear at the ball include TV Gladiators Warrior and Amazon and X Factor band Bad Lashes.

A spokesman from BeBold said: "With the billboards we want to show people the extremes of what can happen when you have alopecia.

"We want to build up people's confidence to make them realise that alopecia can change your appearance but it doesn't have to change your life."

He added: "The ball next month will raise funds for the alopecia camp. We can't fix the condition, but if we can bring a smile to the faces of those who suffer from alopecia it means a lot."

* Tickets for the ball, which include a three-course meal, are £45. Tel. 584 8630.

For more information on the BeBold support group meetings email theteam@bebold.org.uk