Anne-Marie Tomchak on set with Tim Willcox
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#NoMakeUpSelfie error: How polar bears became part of the trend. #BBCtrending

Millions of pounds have been donated to cancer charities in the UK and Ireland as a direct result of the #nomakeupselfie trend. Cancer Research UK says it has received £8m since the trend went viral.

The BBC has learned that approximately £20,000 has been sent to the children's charity UNICEF in error. The mistake has even led some people to accidentally enquire about adopting a polar bear through the World Wildlife Fund (WWF).

Anne-Marie Tomchak of #BBCtrending explains how the trend continues to grow and how some donations were sent to the wrong place.