Justin Bieber is requesting that people all over the world join hands—electronically

As if people needed another way to embarrass themselves online, Justin Bieber is reaching out to 500,000 fans to make half-hearts with their hands, which become full when the photos are linked together on his fragrance’s website. In doing so, Bieber hopes to create a “digital chain around the world” to promote a charity and shill some perfume. The chain effect leaves something to be desired: The Guardian thinks the end result looks like a pack of clawing dinosaurs, but we’re seeing crabs. Should the pop star reach his goal, Give Back Brands and Pencils of Promise have offered to build 50 new schools, and at the current total, Bieber needs 100 times as many funky-chicken pictures to hit the required half-million. The photos act as a useful demographic study, if nothing else—a quick scan through the images confirms what we already knew: grown men don’t care about perfume, hamming for teenagers or Bieber.