To help raise awareness for the second annual Red Nose Day in the US – a daylong fundraiser to raise money for children in need that culminates in a two-hour live primetime special on NBC – M&M’s has launched a social campaign called ’30 Days of Laughs.’
Each day leading up to Red Nose Day on May 26, M&M’s is asking its social followers to participate in a challenge. Some of the challenges so far have included ‘recreate your favorite emoji,’ ‘hold up a red M&M to your nose instead of a Red Nose,’ and ‘share a photo of your craziest hat for #DerbyDay.’
Each time someone posts a photo of the challenge along with the hashtag ‘#MakeMLaugh,’ the chocolate brand will donate $1 to Red Nose Day, up to $500,000.
To kick off the challenge, M&M’s enlisted the help of Jon Cozart, musician and creator of the YouTube channel Paint. Cozart created a video (above) to promote the initiative and asked his fans to share a ‘treehugging selfie’ with the hashtag ‘#MakeMLaugh’ to get the ball rolling on the campaign.
M&M’s is an official Red Nose Day partner along with NBC, Walgreens and the Bill & Melinda Gates Foundation. This year’s Red Nose Day Special on NBC will be hosted by Craig Ferguson, who will be joined by celebrities including Paul Rudd and Kristen Bell.
Last year, Red Nose Day raised $23m for children in poverty across the USA and around the world, according to the organization. Red Nose Day was initially established in the UK 28 years ago and has since raised more than $1bn.
See some of M&M’s ‘#MakeMLaugh’ challenge tweets below:
— M&M'S® Brand (@mmschocolate) May 8, 2016
— M&M'S® Brand (@mmschocolate) May 5, 2016
— M&M'S® Brand (@mmschocolate) April 28, 2016