This holiday season, Toyota is unveiling a social media initiative that adds a charitable spin to the traditional selfie. Taking advantage of the wide spread cultural phenomenon, the automaker is encouraging Instagram users to ditch the #selfie hashtag in favor of #selflessie. Every photo hashtagged on Instagram with #Selflessie will trigger a $50 donation from Toyota to Boys & Girls Clubs of America (BGCA), up to $250,000."
“We have become a society of photo sharers, and one of the most popular photography styles is the selfie," said Jason Schragger, Chief Creative Officer of the advertising firm Saatchi & Saatchi Los Angeles. "We take them to show off or simply to capture life’s most memorable moments. By co-opting this behavior, and flipping it, creating a powerful agent of positivity and selflessness this holiday season, #Selflessie can turn this activity into something truly meaningful."
According to Wednesday's press release, "Celebrities including Kelly Rowland, Debby Ryan and Paul Wesley are helping Toyota spread the positive message of selflessness this holiday season."
Post a selfie on Instagram with #selflessie and we'll donate $50 to @BGCA_Clubs. https://t.co/8gJS5lkqJ6 for terms. pic.twitter.com/qOT7yDyhSF
— Toyota USA (@Toyota) December 2, 2015
