Giving back is always in style, and this season, Barneys New York proves this to be truer than ever. The specialty store has earmarked prime real estate, as in the Madison Avenue window displays, to Save the Children.

Sprawled across the windows is the slogan “Make Change, Change Counts” set against a backdrop of small pennies. The coin serves as the inspiration for the retailer’s social campaign around the idea that even the smallest donation helps.

To encourage customers to give back, Barneys debuted #centiments. Followers are encouraged to share their own #centiments with @barneysny, and the Barneys New York Foundation will donate $5 to Save the Children for every post through January 1, 2019.

Get shopping and start posting!