TORONTO – An online campaign of women posting photos of themselves without make-up to raise awareness and funds for cancer has turned into accidental adoptions for polar bears.
The #nomakeupselfie movement went viral on social media last week, with thousands of participants posting photos of themselves barefaced. Participants are then encouraged to donate money via text message.
Users who accidentally sent the keyword ‘DONATE’ rather than ‘BEAT’ to the text message 70099 donated money to UNICEF over the intended charity, Cancer Research UK, says the BBC.
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Others who wrote the word ‘BEAT’ on their phones had the word auto-corrected to ‘BEAR,’ and found themselves starting the process to adopt “an adorable polar bear” from the World Wildlife Fund (WWF).
UNICEF told the BBC that while it is not responsible for the error, it will find a resolution for those affected. The charity said that it has contacted Cancer Research UK and will ensure that all donated funds are transferred over.
Many turned to Twitter to express their confusion after they sent the word ‘BEAR’ to text number 70099 and received the reply:
“Thank you for choosing an adorable polar bear. We will call you from xxx to set up your adoption.”
WWF has also said it will not proceed with full donation procedures with those who unwillingly inquired about adopting a polar bear.
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