Taking a Selfie Can Now Protect the California Coast, Thanks to This Ad Campaign

Gyro seeks donations on tax forms

Selfies, by definition, aren't selfless. But now, in California, you can do some good for the environment, not just for yourself, by snapping a pic along the coastline.

Gyro San Francisco has created a campaign called "Check the Coast" that encourages people to make a checkmark sign while taking a selfie at the shore, and then include #CheckTheCoast and CheckTheCoast.org when posting it. This is intended to raise awareness of a special box on California tax forms that you can check to make a donation to the California Coastal Commission.

The campaign recruited actor Adrian Grenier (Entourage) and surfer-activist Sunshine in the Fog (yep, that's her name) to appear in ads for the cause.

"What I like about this campaign is how positive it is," Gyro executive creative director Steffan Postaer writes on his blog. "Absent are images of the goo-infested birds washing up in the East Bay. Or the scary amount of emaciated sea lion pups beaching themselves near Point Reyes. No tangled fishing lines or plastic rings. No dead fish. That crap is happening and we all know it. Yet, we decided to eschew the appeal of grim reality in favor of a more upbeat approach, one that asked little from its participants: merely a selfie and a buck or two."