ORLANDO, Fla. -- The Walt Disney Company has once again launched its "Share Your Ears" campaign.

  • Disney launches "Share Your Ears" campaign
  • Fans invited to share photos of themselves wearing Mickey ears
  • Disney will donate $5 to Make-A-Wish for every photo shared

The promotion, which kicked off Sunday during Mickey's 90th Spectacular, will benefit the Make-A-Wish Foundation, an organization that grants "wishes" for children diagnosed with critical illnesses.

"It its a tremendous honor to support children whose wish is to come to Disney," said Bob Chapek, Chairman of Disney Parks, Experiences and Consumer Products, in a statement. "Wish granting exempliefies the magic our 160,000 cast members and Imagineers create for guests all over the world every day."

Fans are invited share a photo of themselves wearing a pair of Mickey Mouse ears on social media with the hashtag #ShareYourEars now through November 17. Disney will donate $5, up to $2 million, to Make-A-Wish for every photo of someone sporting a  pair of ears on Facebook, Instagram and Twitter. 

And for fans visiting Disney parks during the campaign, there will be special photo walls in various locations.

At Disney World, photo opportunities will be near Tomorrowland's Purple Wall at Magic Kingdom, at the Imagination Pavilion at Epcot, outside the entrance to Toy Story Land at Disney's Hollywood Studios, and across from Tiffins at Disney's Animal Kingdom. A photo wall will also be available outside the Cirque du Soleil theater at Disney Springs.

This is the third year Disney has held the "Share Your Ears" campaign. 

More than 10,000 Disney "wishes" are granted each year.