You may have started to see a lot of blue Facebook profile photos pop up on your news feed. As part of its annual fundraiser for Autism Speaks, Toys “R” Us is incorporating the nonprofit’s “Light It Up Blue” awareness campaign into its efforts.

Toys “R” Us and Babies “R” Us each have apps that will transform a supporter’s profile picture  into a blue autism awareness message. (Sample here.) The profile picture swap began this week; the awareness program began on March 1 and will continue through April 30.

This is the sixth year that Toys “R” Us has supported Autism Speaks. Donations to the cause can be made at Toys “R” Us stores and online. So far, the tally is more than $1.2 million.

Monday April 2 is World Autism Awareness Day. To commemorate the occasion and raise awareness, Autism Speaks asks people to shine a blue light like those seen in prior years at the Empire State Building and the Paris Stock Exchange. This is the organization’s third year with the “Light It Up Blue” campaign.