In honor of National Breast Cancer Awareness Month, Ralph Lauren is donating $1 (up to $25,000) to its Pink Pony Fund for every like and reblog it receives on one of its Tumblr posts.
The post features an animated graphic that reads, "Pink Pony: Join the Fight Against Cancer." It was posted late Thursday morning and has already received more than 500 notes at time of writing.
The intiative has altrustic motives, sure -- but the fashion brand is likely to enjoy a boost in Tumblr followers as well.
Gap ran a similar campaign around the holidays in late 2010. The company posted a series of video commercials to Facebook, and donated $1 for every "Like" they received on top of a $150,000 base donation to charities including Camp Interactive and Feed Projects.