HACKETTSTOWN, N.J. — Mars Chocolate North America’s M&M’S brand has kicked off a new campaign called “#MakeMLaugh,” which supports the debut of “Red Nose Day” in the United States.

Created in the United Kingdom, Red Nose Day brings people together every two years to do something funny to raise money for charity. Through #MakeMLaugh, M&M’S is prompting people to make someone else laugh and share that moment with the hashtag #MakeMLaugh.

The chocolate candy brand aims to make a $1 million total donation to the Red Nose Day Fund, which supports nonprofit organizations that help lift children and young people out of poverty in the United States and overseas. M&M’S is kick-starting the effort with a $750,000 donation and asking consumers to help raise the additional $250,000 of that total by using or engaging with #MakeMLaugh.

For every engagement with #MakeMLaugh from May 11 to May 21, M&M’S will donate $1 to the Red Nose Day Fund, up to $250,000.

The brand launched the social media-driven campaign Monday with a fast-and-funny comedy event featuring “Saturday Night Live” star and stand-up comedian Jay Pharoah at the M&M’S WORLD  Store in New York City.

“The M&M’S brand and our beloved colorful characters make the world laugh every day, so using our sense of humor to generate awareness and donations for the Red Nose Day Fund is a natural way for us to rally our enormous fan base around this great cause,” stated Lee Andrews, vice president of corporate affairs at Mars Chocolate North America. “Our goal is to raise tremendous awareness and support for Red Nose Day and to demonstrate how fun fundraising can be.”

The inaugural U.S. Red Nose Day will be held on May 21 and is supported by M&M’S, NBC and Walgreens. Consumers are encouraged to support Red Nose Day by buying one of the campaign’s trademark red noses for $1 from Walgreens stores through May 30, while supplies last, with proceeds benefiting the Red Nose Day Fund.

The multi-week campaign around Red Nose Day will culminate with a three-hour entertainment and “fun-raising” event on NBC on May 21 at 8-11 p.m. ET that will feature such stars as Julia Roberts, Will Ferrell, Jodie Foster, Reese Witherspoon and Jennifer Aniston.