CoverGirl is turning the ubiquitous selfie into a form of activism in its latest campaign. It marks being the first major brand to be Leaping Bunny-certified by Cruelty Free International by inviting its customers to show their support for cruelty-free cosmetics through selfies.
The "Signature Selfie" campaign, devised by Droga5, asks the audience to sign their selfies to pledge their support for a Cruelty Free industry.
To take part, users need to visit a website to begin the process. After taking the selfie, they sign their name and post to social with the hashtag #CovergirlCrueltyFree. Their names will be added to the list of signatures supporting a Cruelty Free industry, and their Signature Selfies will appear in an online gallery and on Covergirl's Times Square billboard.