MTV is helping to promote good deeds in the run-up to International Good Deeds Day, Yedioth Ahronoth reported on Tuesday.

The campaign calls upon viewers from over 40 countries to do a mitzva, a good deed, for someone else. Millions of people living in Africa, Europe and the Middle East were exposed to the campaign on February 13, and it will keep running until March 25 — International Good Deeds Day.

Good Deeds Day was initiated six years ago by the Ruach Tova fellowship and is backed by philanthropist Shari Arison. Over 20 Jewish federations from around the world are expected to participate this year. An estimated 140,000 people did a good deed on the same day as part of the initiative in 2011.