A lot of us really enjoy documenting our restaurant and brunch lives through our Instagrams—those rainbow bagels are just so darn photogenic, after all. But now, actually deleting those Instagrams (bear with us) of rolled ice cream, avocado toast, or sushi donuts can do someone else some real good.
Here’s how: Land O’Lakes is reminding us through its Delete to Feed campaign that although some of us are lucky enough to Insta our brunches, others of us don’t have the resources to afford basic meals—or are altogether certain of where their next meal might even come from. In fact, according to the campaign, 13 percent of households in the U.S. face food insecurity, and 1 in 6 children may not know when their next meal will come.
Here’s how it works (and it’s all free, BTW): Just pop on over to the campaign site and connect your Instagram account. The site will gather all of the food photos you’ve posted. Then, pick one (or more!), and delete it from your account. Just this simple act will donate 11 meals to Americans facing hunger every day. Giving up that post of your rainbow bagel with 100+ likes seems pretty worth it now, no?
You can share a new version of your Insta with your friends and followers to spread the word and encourage others to delete their food porn for those who really need a meal. You can participate as much as you want through mid-October—or until the brand reaches its goal of 2.75 million donated meals, according to Grub Street.
And if you’re not one of those food-Instagramming people? There’s nothing wrong with briefly showing the world the awesome latte art and chocolate croissant you just got at the coffeeshop down the block, but it’ll taste that much sweeter when you’re using—well, deleting—the pic to help someone else.