Häagen-Dazs has had an ongoing CSR campaign to help the honey bees. Colony Collapse Disorder, the mysterious dying off of entire bee colonies, has caused a sharp decline in the honey bee population. Honey bees, in case you didn’t know, play a key role in our global food production.

The ice cream company has a new campaign that promises to donate up to $75,000 to the University of California Davis’ research into this issue and promote some goodwill among ice cream lovers. They’ve asked fans to use the hashtag #HDmoment on Twitter and Instagram to highlight personal moments from throughout the summer, and those moments will turn into a free e-book that will be available in the fall. In addition to a guaranteed $25,000 donation, the company will make a $5 donation for every moment captured.

To help produce the book, they’ve brought in special guest editors and writers like chef Alex Guarnaschelli to help.

For more info, click here and here.