Hot Dudes Reading for a Cause on Instagram

First Book and Instagram account, @hotdudesreading, announced Monday a new charitable effort to share the joy of reading with kids from low-income families.

The campaign, “Hot Dudes Reading for a Cause,” will run through March 11 with the goal of raising $50,000 for First Book, a nonprofit social enterprise that provides new books and educational resources to kids in need.

Hot Dudes Reading, an Instagram account that launched in early February featuring photos of attractive men reading in New York City subways, has quickly gained over 400k Instagram followers, according to First Book.

First Book and Hot Dudes Reading are inviting the public to submit photos of their hometown men with their heads in a book, using the hashtag #hotdudesreadingforacause while also encouraging followers to donate to First Book.

Hot Dudes Reading will showcase their favorite photos at the website as well as on their Instagram account.

First Book is a nonprofit social enterprise that has distributed more than 125 million books and educational resources to programs and schools serving children from low-income families throughout the United States and Canada.