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Celebrities far and wide, including Reese Witherspoon and Neil Patrick Harris, took over social media Thursday to show support for children’s charities by wearing red noses.

Red Nose Day was launched in the U.K. in 1988 as a Comic Relief event to help the disadvantaged. Nearly three decades later, the charity drive comes to the U.S. for the first time. A three-hour telecast will air Thursday at 6 p.m. PST on NBC with live musical and comedy performances, taped segments produced by Funny or Die, and short films.

Other celebs to take to Twitter and Facebook wearing red noses include, Eva Mendes, Anne Hathaway, Vanessa Williams, Nicole Scherzinger, the bands Coldplay and One Direction, and even a photoshopped image of Elvis Presley.

The NBC telecast will be hosted by Seth Meyers, David Duchovny and Jane Krakowski, each taking an hour.

As in the U.K., Red Nose Day includes a retail push to encourage people to buy red plastic clown noses and thereby donate to charities supporting children living in poverty.