Celebrity Cruises is encouraging agents to share pictures of them smiling in aid of charity Reuben’s Retreat.

The brand said it was challenging agents to “trigger a wave” of happiness by posting their photos with the tag #CheesyGrin on social media and donating £5 to the charity.

You can donate by texting GRIN to 70970 or agents can use their Celebrity Rewards points to donate. Those who complete the challenge are then being asked to nominate three friends to do the same.

Celebrity Cruises said it had been “inspired by Reuben’s infectious happiness”.

The charity was founded by industry professionals Nicola and Mike Graham in memory of their son Reuben who died of a rare brain tumour aged 23 months.

To help raise awareness of the Grin campaign, Reuben’s Retreat has created a bespoke frame which can be added to profile pictures on Facebook.