Facebook has been getting a lot of (mostly justified) stick recently on everything from privacy to its market power. So what better way is there to wash off the stink of controversy than with some good old fashioned corporate social responsibility?
That's presumably what's behind the launch of a new feature on Instagram, which is owned by Facebook, that will enable users to raise money for charity using a special sticker on Instagram stories.
It's as simple as it sounds: when you select the donation sticker, you'll be prompted to choose from one of the pre-approved charities. When viewers of your stories hit the donate button, they'll be prompted to fork over their cash direct to the charity. Each fundraiser will last for 24 hours.
It's a smart idea as like JustGiving in a previous era of the web, it enables charities to leverage personal networks to raise cash - and because it is all built into Instagram, there's less friction between someone deciding to press on the sticker and the cash hitting the charity's bank account.
Instagram says that 100 per cent of money raised goes to charity. As part of the launch, Instagram has roped in a bunch of celebrities and influencers to roll out the feature. Fearne Cotton off of the telly is raising money for Coppafeel and celebrity diver Tom Daley is raising money for The Brain Tumour Charity.
Other famous faces include YouTuber Zoe Sugg, Chessie King (me neither), Jim Chapman (your guess is as good as mine), and Munroe Bergdorf, who I've only heard of because she was involved in some Labour Party controversy or other, but I guess she must be famous for other reasons too.