M&M’S is striving to raise $1 million for the Red Nose Day Fund by May 26.

Through the second annual Red Nose Day campaign, M&M’S is raising money, awareness and laughter through a social media challenge. The campaign, which aired in 2015, is a special day intended to bring people together to have fun, and to raise awareness and money for kids who need help in the U.S. and around the world.

For the second year in a row, the M&M’S Brand is raising money and awareness for Red Nose Day with the #MakeMLaugh challenge. Every time someone engages with the #MakeMLaugh hashtag, the brand will donate $1 to the Red Nose Day Fund, up to $500,000 through May 26. M&M’S will kick-start the effort with a $500,000 donation to the Red Nose Day Fund, with the goal of giving $1 million.

You Do It, We Donate!
Each day leading up to Red Nose Day on May 26, M&M’S will issue a new challenge to its social media community. From sharing your favorite knock-knock joke, to your best dance moves (chicken dance included) to face swapping, the challenges aim to make people laugh. Each day the brand will feature one lucky fan’s participation in the challenge on their social pages to trigger an extra $1,000 donation to the Red Nose Day Fund.

Ready, Set, LAUGH!
This year’s #MakeMLaugh campaign kicks off with a video challenge from writer, actor and YouTube creator, Jon Cozart. Consumers can watch the video, complete his challenge and share it on their social media pages using hashtag #MakeMLaugh to kick-off the laughs and donations. Throughout the next 30 days, the brand will be working with a number of social media influencers and partners including the driver of the Number 18 M&M’S Toyota Camry, Kyle Busch, to help generate more laughs.

“The M&M’S characters enjoy making any situation humorous, so the goal is to take that comical spirit to create awareness for the Red Nose Day Fund,” said Tanya Berman, brand director, M&M’S Brand. “This year we’ve enlisted a variety of partners to fill the next 30 days with laughs and give our fans the opportunity to participate and help a great cause.”

Red Nose Day Television Special
The second-annual Red Nose Day television special will air Thursday, May 26, 2016 on NBC at 9 p.m. ET, supported by M&M’S and Walgreens. The hottest celebrities and artists from comedy, music, TV and film will come together to have fun, raise money and change the lives of children who need our help the most in the U.S. and internationally. The live, two-hour benefit will feature great comedy and incredible musical performances. Consumers are encouraged to support Red Nose Day by purchasing one of the campaign’s trademark red noses for $1 from Walgreens locations, with proceeds benefitting the Red Nose Day Fund. The can also support by fundraising in their own communities and tuning in to the live TV special.

All For a Good Cause
Red Nose Day has raised over $1 billion globally in the past 25 years, and in the UK has become a cultural phenomenon where people across the country come together to have fun, raise money and change lives. Red Nose Day began in the U.S. last year and successfully raised over $23 million dollars, which benefitted children and young people in all 50 states and 15 countries internationally through programs to ensure they are safe, healthy and educated.