This is Tom Hiddleston taking a #WakeUpCall selfie for charity.
#WAKEUPCALL Text SYRIA to 70007 to give ਵ. http://t.co/Urt3n8y6WE. Nominate @Misskeeleyhawes @EmWatson @josierourke
It's the new celebrity selfie craze, which mixes the success of the Ice Bucket Challenge and the #NoMakeUpSelfie.
#WAKEUPCALL Text SYRIA to 70007 (to give ਵ) or http://t.co/xGAxIU755i (I warn you - look away)
And plenty of celebrities have got on board with it. Including Nigella Lawson.
Text SYRIA to 70007 (& give ਵ) or http://t.co/JyA7dUL8PN #UNICEF @mariamcerlane @sturdyAlex @lenadunham
Unicef is asking people to post a picture or a video of themselves moments after they've woken up to raise millions for Syria by making a donation and nominating three friends.
#wakeupcall Support @UNICEF_uk Text SYRIA To 70007 to donate ਵ -I nominate @clarapaget @samsmithworld @grimmers
And it's already become the craze in celebrity circles. Here's Hugh Grant's offering.
#WAKEUPCALL I nominate @JohnCleese, @KP24, @JohnBishop.
And plenty of other stars have also taken part.
UNICEF #wakeupcall I nominate @AngelaHartnett @clarebalding @bellafreud
#WAKEUPCALL I nominate @JeremyClarkson @lilyallen @HackedOffHugh
The moment I woke up #WAKEUPCALL Text SYRIA to 70007 (to give ਵ) or http://t.co/o8Mub7CIHO
Let's just look at Tom Hiddleston's bed head once more, shall we? <3
#WAKEUPCALL Text SYRIA to 70007 to give ਵ. http://t.co/Urt3n8y6WE. Nominate @Misskeeleyhawes @EmWatson @josierourke