Featuring comedy and musical performances and A-list guests, the now-annual two-hour event raises money to help get children out of poverty. Last year, the three-hour event raised over $23 million and funds were split among 12 charities.
Walgreens will return as the exclusive U.S. retailer of red noses, the accessory bought and worn by those who support the event’s cause. Last year, red noses were sold for $1 each at Walgreens with proceeds contributed to the Red Nose Day fund, which helped programs that address poverty stateside and internationally — this year, money will be split between domestic and global poverty issues again, and charities will be announced at a later date. M&M’S is also returning as a presenting media sponsor.
“The opportunity to raise money for the most immediate needs of those in poverty through a show that entertains, inspires and educates is truly a privilege. We were thrilled with the way Walgreens, Mars, the entertainment industry, media and America at large embraced Red Nose Day and we could not be more excited to bring it back,” said Paul Telegdy, president of alternative and late night programing, NBC Entertainment.
Though 2015 marked the first Red Nose Day in the U.S., the fundraising telecast has been a popular event across the pond, raising more than $1 billion in donations from its 30 years in the U.K. Launched by writer/director Richard Curtis in 1985, the idea of Red Nose Day was built upon the foundation that mass media and celebrities can help raise money and awareness of poverty to save and change millions of lives.
Guests and performers have yet to be announced, but last year, Seth Meyers, David Duchovny and Jane Krakowski each hosted an hour of the program. Stars including Julianne Moore, Olivia Wilde and Gwenyth Paltrow all attended.
NBC’s inaugural Red Nose Day averaged a 0.8 rating/3 share in adults 18-49 and 3.2 million viewers overall, placing fourth among the broadcasters for the night. The special is again scheduled for the first day after the end of the television season.