This launch also kicked off an initiative that combines the campaign, a short film and a social media component to support The Ringo Starr Peace & Love Fund, which, through the David Lynch Foundation, helps implement stress-reducing modalities for at-risk populations suffering from epidemic levels of chronic stress and stress-related disorders that fuel violence, crime and soaring health costs.
The social media components revolve around #PEACEROCKS. This call-to-action encourages participants to share photos of themselves flashing the iconic peace sign via Instagram, Twitter and Facebook.
For each #PEACEROCKS tagged photo, $1 will be donated through the end of 2014.
And to start off the campaign, John Varvatos and Ringo Starr shot selfies that were posted on social media.