Would you delete your most-liked pics to feed the homeless?
That's exactly what Land O'Lakes is asking of the selfie generation. With its latest Delete to Feed campaign, the Minnesota-based dairy producer is hoping to increase awareness around the hunger epidemic in America by scrubbing food photos from the Internet. In partnership with The Martin Agency, Land O'Lakes will donate millions of meals to Feeding America—11 meals per photo to be exact—if you're willing to delete all the avocado toasts and foamy lattes from your feed.
To participate, users need to visit Delete to Feed and link their Instagram. Once linked, the user can simply select and delete the necessary pics.
"This small act has a big payoff. Hopefully, this helps raise awareness of the food problem within the United States," said Andy Azula, SVP and executive creative director of The Martin Agency, in a statement.
Delete to Feed is expected to run through mid-October, or until Land O'Lakes reaches its goal of donating $250,000, the equivalent of 2.75 million meals. Go on, sacrifice last week's pizza shot for a good cause.