Through the Crunch to Contribute campaign, The Oppenheimer group will donate $1 to the American or Canadian Diabetes Association for each Jazz apple photo uploaded to the website, www.jazzapple.com/c2c.
Using either a smartphone or computer, participants also can share their photos through social media sites, such as Facebook and Twitter.
The campaign runs through September and is designed to raise $20,000, according to a news release.
Oppy is promoting the effort through Facebook, Twitter, bloggers, in-store promotions and traditional media.
In addition, diabetes associations are supporting the campaign through their own social media outlets and events during the summer.
The Vancouver, British Columbia-based fruit and vegetable marketer took on diabetes because it is a leading cause of death in North America, affecting nearly 10% of U.S. and 7% of Canadian residents.