How Instagram will help clean up the oceans

The co-organizers will remove up to 450 000 kilograms of litter from the world's beaches.

The initiative is being promoted as #BackOurOceans, with Instagram serving as the main tool for its promotion.

In a post made by American Express, organizers are offering two different ways their followers can participate:

• by sharing their reasons for participating in the flashmob in the comment section;
• by tagging friends in the comments.

For every comment, Parley for the Ocean will remove 2 pounds of plastic from ocean coasts and beaches. Once the promotion is completed, all participants will be given American Express credit cards made of recycled plastic.

Instagram was selected as the appropriate platform for the promotion because of the high level of user engagement.