W Hotels is ringing in the one-year anniversary of the Supreme Court’s landmark gay marriage ruling with a new promotion in benefit of the Human Rights Campaign.
Artist Baron Von Fancy is lending a brush to the cause, whipping up a series of three original, cooky Snapchat filters for guests to impose over their photos and videos on hotel properties. For every Snap snapped, W, a longtime supporter of the HRC, will donate one dollar to the gay-rights organization until the end of June.
W Hotels pays notice to their gay guests and their likelihood to post to social media channels, “and this effort allows them to show their support of this cause in a playful yet highly effective way,” says Anthony Ingham, Global Brand Leader, W Hotels Worldwide.
“We are very proud to have been a part of the movement leading up to the historic Supreme Court decision” Ingham says, “and want to mark its anniversary with an innovative fundraising effort that recognizes the fight for true equality is far from over.”
Catch Von Fancy’s full-size art beginning June 16 at W New York in Union Square, and follow along as his work hits the road to other cities like Atlanta and Austin, in honor of Pride festivals across the country.