This Giving Tuesday, Hugh Jackman's Laughing Man Coffee, Boston, is making every cup (and smile) count by encouraging fans to smile to make a difference. For every smiling selfie shared using the Laughing Man Coffee filter on Instagram Stories on Dec. 3, $1 will be donated toward the Laughing Man Foundation, up to $100,000.
The brand, founded by Jackman, continuously strives to promote its mission to make the world a better place, starting with its local community — the farmers in coffee regions across the globe — by donating a portion of sales from each purchase directly to the Laughing Man Foundation, the company says.
"Every person has the power to make a difference," said Sarah Sperling, brand manager of Laughing Man Coffee brand, in a statement. "Our fans already ‘Make Every Cup Count’ by choosing Laughing Man Coffee, and now we are asking our fans to help spread the word this Giving Tuesday — through their smiles."
To participate in Giving Tuesday with the brand, Instagram users can take a photo or video of themselves using the Laughing Man Coffee (@LaughingManCoffee) Instagram filter. Upon sharing the filter in use, $1 will be donated to the Laughing Man Foundation.
Laughing Man Coffee was founded in 2011 by Jackman following a trip to Ethiopia where he met a young coffee farmer named Dukale. Inspired by his perseverance and unwavering optimism, Jackman launched Laughing Man Coffee to help improve the lives of coffee farmers, like Dukale. All Laughing Man Coffee is Fair Trade Certified™, and a portion of sales directly support Jackman's Laughing Man Foundation to make a positive impact on coffee farming communities and deploy programs that clear the way to health, growth and success for coffee farmers and their families, it says.