Photo: Instagram

A new social media challenge is here to take over your Instagram feed but before you roll your eyes: it’s all for a good cause. The #1Orange1Tree challenge, started by La Maison Cointreau, is an environmental initiative setting out to plant trees in Senegal—and it’s already catching the attention of stars like Naomi Campbell, Cindy Crawford and Naomie Harris. For every Instagram posted with an orange, Cointreau will be planting one tree in Senegal as part of a reforestation project to help the community flourish.

Before you doubt the spirit of Instagram challenges like this, a gentle reminder that 2014’s insanely viral ALS Ice Bucket Challenge was credited with discovering a breakthrough in research on the disease after raising a whopping $115 million.

And what better way to kick off an Instagram challenge than with the help of a couple of ’90s supermodels? Naomi Campbell posted one of the first #1Orange1Tree photos, nominating Cindy Crawford, Christy Turlington and Jasmine Sanders to the challenge:

Cindy then responded by posting her own Insta (though I don’t think that’s how you eat an orange, but it’s the thought that counts…)

Other celebrities like Naomie Harris and Eva Longoria have also stepped up to join the #1Orange1Tree challenge, posting selfies for the initiative. So will it have the sharing power of the ALS Ice Bucket Challenge? Only time will tell…

From: Harper’s BAZAAR US 

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