Sesame Workshop has launched a social media campaign called Elmo’s #ShareTheLaughter Challenge, which is designed to promote themes of kindness found in Sesame Street‘s 47th season.

The initiative includes celebrities encouraging viewers to tell jokes in short videos and post them online, and is part of the organization’s year-long Spread Kindness #ShareTheLaughter campaign.

Sesame Street’s social media channels will highlight laughter-themed sketches and songs, and Snapchat will debut an all-new Sesame-themed filter. Laughing Elmoji stickers, meanwhile, will be available for download for iPhone and Android.

In the campaign’s kick-off video, comedian Kate McKinnon (Saturday Night Live) shared a joke with Elmo and challenged Cookie Monster to make a video of his own. 

Other famous faces involved are Tony Award nominee Josh Groban, Matt Lauer and Savannah Guthrie (Today Show) and Padma Lakshmi (Top Chef). Additional videos will come from Ilana Glazer (Broad City), Kit Harrington (Game of Thrones), pop star Alessia Cara and singer-songwriter John Legend.

New videos and posts from the Sesame Street Muppets will keep rolling out with fresh challenges through September 30. Sesame Workshop’s content and distribution partners will also participate in the challenge with laughter-themed posts.

#ShareTheLaughter kicked off in February with kindness-themed episodes for the HBO/PBS KIDS series, as well as original songs released on the brand’s social media channels. This season also saw the debut of Sesame’s first autistic character, Julia, whose mission is to promote acceptance and deliver tools to help families affected by autism.

Other companies taking note of the popularity of kindness are Coolabi and Hasbro, which both recently debuted themed campaigns, and Lionsgate is bringing a kindness curriculum to US schools to promote its new film, Wonder.