The campaign will also include branded filters on Snapchat as well as Elmo-themed emojis for iOS an Android devices.

NORTH AMERICA–Sesame Workshop has launched Elmo’s #ShareTheLaughter Challenge, a social media campaign inspired by the kindness-themed episodes of “Sesame Street’s” 47th season.

The new campaign will serve as the centerpiece of a year-long “Spread Kindness, Share the Laughter” initiative, which Sesame Workshop launched in February. During the challenge, viewers will be encouraged to tell their favorite jokes in short videos, post them online and tagging friends to do the same.

The campaign will also see Snapchat debut a “Sesame”-themed filter and “Elmoji” stickers launch across iOS and Android platforms. Additionally, Sesame Workshop’s content and distribution partners will participate in the challenge with kindness- and laughter-themed posts. The “Sesame Street” social media channels will also spotlight vintage laughter-themed sketches and songs.

To kick off the campaign, Sesame Workshop has enlisted the help of comedian Kate McKinnon, who shares a joke with Elmo and challenges Cookie Monster to make a video of his own. Other celebrities that will participate in the campaign with videos include: Josh Groban, Andy Grammer, Matt Lauer, Savannah Guthrie, Padma Lakshmi, Drew Scott, Ilana Glazer, Kit Harington, Gwendoline Christie, Sophie Turner, Alessia Cara, Shaun White, Lindsay Vonn and John Legend.

“Families’ media habits are evolving, and as always, Sesame Workshop wants to meet kids and caregivers wherever they learn and play,” says Scott Chambers, senior vice president and general manager, media and licensing, North America, Sesame Workshop. “Sharing jokes and laughter in social videos–with supervision, of course–is a hands-on way for kids and families to engage with our kindness curriculum as they move online.”

New videos and posts from the “Sesame Street” Muppets will continue to roll out with fresh challenges through Sept. 30.