Natalia Vodianova, founder of The Naked Heart Foundation, came up with a creative charity project: a Donate a Smile mobile app. It was launched on November 20, 2013, and all you had to do was to smile and take a selfie, then upload your photo on the project’s website. For every downloaded picture, the sponsor of the project would donate money to the Naked Heart Foundation.
After a fun city tour on a colored bus when the team presented balloons to and shared smiles and good spirits with the passers-by, the project was presented at Gorky Park at Garage Center for Contemporary Culture. The first smiles (and money) were donated by Natalia Vodianova, Ksenia Sobchak, Andrey Malakhov, Natalia Goldenberg, Svetlana Khodchenkova, Tutta Larsen, Evgenia LInovich, Dasha Poverennova, Elka and many other celebrities. This was followed by the Mad Tea Party for the youngest attendees while the guest stars were having an equally fun time around the tea table. Don’t forget to smile more often and send your smiles to donateasmile.nakedheart.org!