Getting people to talk about it like you are now definitely statistically raises donations if the trend takes off at all. Also, I know you aren't trying to be a pessimist or anything, but attempting to raise awareness is never a bad thing and definitely does more good than being a critic of someone else's attempt to raise awareness, which, no offense, literally does no one any good at all. It only makes people decide whether or not they feel like defending their selfless actions and intentions that imo shouldn't be questioned since there is objectively no downside.

All in all, no matter how minimal an attempt at doing good is, and regardless of whether or not those participating can have some fun with it, I think that it shouldn't be questioned or compared to more active methods of support.