Facebook has entered into a partnership with Unilever and Population Services International (PSI) to launch the first Timeline app for charitable donations.
The social media giant has jointly developed the Waterworks app, which will bring clean and safe drinking water to vulnerable communities worldwide.
Using the Timeline application, it is designed to connect people directly to individuals, known as a Waterworker, in areas with water scarcity or poor drinking water.
Through the app, users can choose a small daily donation, as little as 8p, to go to Waterworks who will provide clean water to their community.
Waterworkers are women trained by a PSE and will be given a mobile phone to post updates of their progress to Facebook users. Those following the Waterworkers through the social site with then have the updates posted to their timelines via open-graph.
The scheme will also provide woman in vulnerable communities with employment and steady incomes.
Keith Weed, Unilever's chief marketing officer, commented: "We believe that small, everyday actions can add up to a big difference; and the power of social connections can drive real change around the world."
It is hoped that the app can make charitable donation more engaging, personal and relevant.
Joanna Sheilds, vice president and managing director EMEA at Facebook, said, "Unilever is a fantastic, highly innovative partner and we’re excited to help them continue to build their presence on Facebook…Unilever understands that when people are given the platform to share their experiences and affect change, amazing things can happen."
This is just one of many Unilever initiatives working to boost social awareness and bring change to global communities.
Yesterday the organisation crowned three students from Durham University the winners of their competition to discuss sustainability at their head offices.
The scheme is designed to engage more people in the process of making sustainable choices.