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The Instaheart Charity Auction Takes Place Entirely on Instagram

The #InstaHeartAuction is a charity auction that takes place over Instagram, letting users sell items to raise funds to support the Heart Research UK's fight against heart disease.

The campaign was devised by ad agency McCann and now, by tagging your photo posts with the "InstaHeartAuction" hashtag, a description and a pickup location, your items are instantly put up for auction.

Once posted, other Instagram users can bid on your items, until the auctions close at every Friday at 6 pm, GMT. From there, a link will be posted for the winning bidder to complete the transaction and arrange to receive the item from the original owner. As of now, InstaHeartAuction has some sneakers, jewelry, a wedding dress and some decorative items up for grabs.