It's riffing on people on social media wanting/needing to "do something" about serious social issues, so they change their profile picture to something with a border or watermark to show their support. And that is the extent of their "doing something about it". The situation in the Ukraine, for example. Lots of people change their profile picture (temporarily) to something with the blue and yellow stripes. Yay. Meanwhile there are people sending money, food, goods, or even going over there to help.