If selfies are the ultimate expression of digital narcissism, soccer star Cristiano Ronaldo is doing it all wrong.
Ronaldo's new smartphone app, CR7Selfie, seems appropriately vapid on first blush—it lets you fake a selfie with the chiseled athlete by dropping in shots of him in various states of attire or undress.
But the app is actually a charity push, with a portion of proceeds from the $1.99 purchase price on iTunes and Google Play going to Save the Children. Future photos and filters will be sold in-app for 99 cents, and an unspecified portion of that revenue will also go to the charity.
"From the very beginning, I knew that I wanted this app to support a charitable cause I believe in," Ronaldo said in a statement. "I have been involved with Save the Children for several years now, and knew they were the best partner for this app. As a father and global artist ambassador for Save the Children, I am committed to working towards giving all children a better and brighter future."
With more than 230 million followers across his social media channels, Ronaldo is likely to generate a substantial amount of donations for Save the Children, which helps millions of children displaced or endangered by war, famine and hardship.
The organization is currently working to provide schooling for refugees and other children who don't have safe access to education.
"One in 11 children is out of school worldwide. Refugee children fare even worse; they are five times more likely to be out of school than non-refugee children," said Carolyn Miles, president and CEO of Save the Children. "Education is critical to helping children build opportunities for success, as well as realize their dreams. Together, this partnership and the power of social media can have an incredible impact on children globally, opening the door to learning and other opportunities to put them on the path to reach their full potential."