NBC annually designates one night of primetime programming for Red Nose Day, a fundraising effort that began on British television in the 1980s and came to American television in 2015.

Red Nose Day works to end childhood poverty through fundraising campaigns. As part of Waypoint Media’s continuing efforts to pay it forward, the company’s NBC stations in Indiana, Tennessee, and Mississippi have their staff members don red noses ahead of Red Nose Day.

The stations encourage viewers to purchase red noses from their nearest locations of a national pharmacy store chain.