With “A Wrinkle in Time” opening this Friday (March 9), Ahmir “Questlove” Thompson lent his celebrity to a campaign that hopes to send children to movie screenings for free.

The drummer and bandleader of The Roots tweeted a clarion call for the #WrinkleChallenge early this morning (March 6):

The tweet points followers to Give a Child the Universe, a new initiative from civil rights organization Color of Change and AMC Theatres. According to the campaign website, AMC Theatres will provide one ticket for every $10 donated to Color of Change, so that a child or teenager may see “A Wrinkle in Time” without paying. The tickets will be granted through an unlisted collection of community-based partner organizations and schools.

“From ‘Selma’ to ‘13th’ to ‘A Wrinkle in Time,’ Ava DuVernay has set out to change the rules in Hollywood for people of color and women,” reads a passage about the film’s director on the website. “By casting Storm Reid—a Black teenage girl—as the heroine at the center of this story, young people of color will see someone like them embracing their individuality and strength to bring light to the world. We are pleased to have the opportunity to partner with AMC to ensure as many people as possible see this empowering film.”

Questlove later tweeted the challenge to specific stars, including Robin Thede (“The Rundown with Robin Thede”), Rosario Dawson (“Luke Cage”) and Anthony Anderson (“Black-ish”):

This campaign is similar to the #BlackPantherChallenge, where several Black stars like Viola Davis (“Fences”) and Snoop Dogg raised money to subsidize “Black Panther” screenings across the country.