Brand partners including American Greetings, Hasbro and HBO to lend support.

"Sesame Street" has launched the new Everyday Heroes Club initiative to continue its mission of helping kids grow smarter, stronger and kinder. 

The new project includes online activities, Muppet videos, local events and a social media campaign, all designed to encourage kids and families to engage in acts of kindness.

The initiative launched Monday with an appearance by Elmo, Cookie Monster, Abby, Grover and Big Bird on the "Today Show" in the U.S., and is expected to spread to Sesame Workshop’s international partners over the coming months.

“In our busy, complicated world, even a small act of kindness can make a surprisingly big difference,” says Scott Chambers, senior vice president, North America media and licensing, Sesame Workshop. “We are so excited about this project because it represents the essence of who we are as an organization: we teach through our engaging content and our furry, loveable Muppets, while our wonderful partners and our most engaged audience members help us spread the word.” 

Kids and families are encouraged to share their act of kindness on the website SesameHeroes.org to earn a membership card, club certificate and special badges including Manners, Respect, Giving and Sharing. Local events are already planned at The New York Public Library, The Miami Children’s Museum and The Chicago Children’s Museum.

Other highlights of the campaign will include a new song by Aloe Blacc, “Everyday Heroes,” that will be featured on "Sesame Street’s" YouTube channel and participation from brand partners including: