It reminds me of that Fast Show sketch, 'I don't like to talk about my charity work' etc. And then proceed to boast about their efforts.
Examples I've seen this week include staged photos of charity shoe boxes, pleas for funds to 'top up' (and in reality actually fund) some boxes for animals and someone saying they wanted to do something but just needing x, y and z, which in effect meant they supplied the empty box and the wrapping paper with everyone else supplying the contents. Lots of people have 'fallen' for these pleas.
I'm not going to rattle off everything I've done for charity this year because that would be hugely hypocritical. I just get an urgh feeling when I see the virtue signaling on social media.