It's another beautiful -25 C day here in Toronto, the latest in a possibly record-breaking cold snap that appears set to go on and on and on for the rest of the month and into March and oh god, everything is terrible. But as you try to make the best of a gross situation by posting selfies of yourself bundled up to your eyebrows or covered in beardsicles, why not do something to help those most vulnerable to the weather?

That's the idea driving a new social media campaign, concieved by Torontonian Allie Kosela. Last week, she posted a be-parka-ed selfie tagged "#subzeroselfie" to Instagram, adding that she would be sending a cash donation to the Yonge Street Mission, which gives food and shelter to the homeless. The campaign is slowly gaining traction on social media, with over a dozen locals taking part; to get in on it yourself, it's as easy as taking a pic of your shivering self and donating to YSM online.

Photo via Allie Kosela on Twitter.