This article originally appeared on InStyle.com.
If you’ve spotted a few extra hand hearts in your Instagram feed lately, it’s not just because the pose placed against a pretty backdrop like a rose garden, sunny blue sky, or a mural on a city street makes for a double tap-worthy photo, these ‘grams are also raising money for a great cause.
Lancôme’s Hand Heart campaign is part of the beauty brand’s ongoing partnership with St. Jude Children’s Research Hospital in Memphis, Tenn., which helps raise awareness and funds for the leading treatment center of childhood cancer and other life-threatening diseases. It costs a whopping $2 million a day to operate St. Jude, but the families who seek treatment at the hospital are never billed for medical care, food, housing, or travel—making treatment for life-threatening illnesses possible regardless of a child’s socioeconomic background.
From now until October 25th, when you Instagram or Tweet an image of your hands in a heart shape and hashtag it #LancomeLovesStJude and #LancomeSponsored, Lancôme will donate $1 to the hospital up to $10,000.
If you’re looking for an excuse to ‘gram, there’s no better reason. Check out some of the shots posted so far to get inspiration for your own photo.