Sesame Workshop Spreads Kindness with Elmo’s

Sesame Workshop has launched Elmo’s #ShareTheLaughter Challenge, a social media campaign inspired by the kindness curriculum of Sesame Street’s 47th season.

Sesame Workshop launches a social media campaign called Elmo’s #ShareTheLaughter Challenge.

The centerpiece of a yearlong “Spread Kindness, Share the Laughter” initiative, this star-studded social campaign encourages viewers to tell their favorite jokes in short videos, post them online and keep the fun going by tagging friends to do the same.

In the kickoff video, comedian Kate McKinnon shared a joke with Elmo and challenged Cookie Monster to make a video of his own. Other early celebrity participants included Tony Award nominee Josh Groban, country singer Andy Grammer, Today’s Matt Lauer and Savannah Guthrie, Top Chef’s Padma Lakshmiand Property Brothers’ Drew Scott.  (Still to come: Broad City’s Ilana Glazer; Game of Thrones’ Kit Harington, Gwendoline Christie, and Sophie Turner; rising pop star Alessia Cara; Olympic athletes Shaun White and Lindsay Vonn; and singer-songwriter John Legend, who will share a story about making his daughter laugh.)

“Families’ media habits are evolving, and as always, Sesame Workshop wants to meet kids and caregivers wherever they learn and play,” said Scott Chambers, Senior Vice President/General Manager, North America Media and Licensing. “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 keep rolling out with fresh challenges, now through September 30th; fans all over are already filming their own videos and throwing down their own challenges. Sesame Workshop’s content and distribution partners will also participate in the challenge with kindness- and laughter-themed posts. Throughout the campaign, Sesame Street’s social media channels will also spotlight vintage laughter-themed sketches and songs, Snapchat will debut an all-new Sesame-themed filter, and laughing “Elmoji” stickers will be available for download for iPhone and Android.

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