How polar bears became part of the #nomakeupselfie trend. #BBCtrending

  • 25 March 2014

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.