Selfies, a trend that flooded social media in the early 2000s thanks to Kim Kardashian (and Jennifer Lee, the first person to use #selfie on Instagram), are now virtually everywhere. The up-close shots have become such a pop culture staple that tech retailers answered with accessories for just about any pic – or edit – you want to achieve (think: selfie sticks and color-correcting apps). There’s even a song called “#Selfie” by The Chainsmokers and a TV series with the same name.
Recognizing the popularity of the “filtered-up” selfie, one beauty brand decided to capitalize on the trend for the greater good. Kneipp launched the #KneippGrows campaign for Earth Day, partnering with Action Against Hunger, a relief organization that works to save the lives of malnourished families, to donate seeds and tool kits that help underprivileged communities grow sustainable sources of food.
Consumers drive the campaign in three different ways: First, for each upload of a flower crown selfie (see mine above) using #kneippgrows, the brand will make a donation toward these grower starter kits. Camera shy? You can also take part by purchasing a Kneipp Soft in Seconds Hand Cream since proceeds benefit Action Against Hunger and/or enrolling in Kneipp’s family Loyalty Card, which also supports the cause.
Take action NOW, the campaign ends April 22nd.