The challenge, which was spearheaded by Fanatics founder Michael Rubin, consists of a person accepting the challenge and then posting a video explaining why they’re participating and what they’re donating. Then, the person has to challenge someone else to do the same.

The effort has already garnered more than $1 million as of Tuesday afternoon, just hours after the launch, according to the initiative’s website. All of the proceeds will be donated to Feeding America, Meals On Wheels, World Central Kitchen America’s Food Fund and No Kid Hungry.

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