Moore and Cohen will be joined by actors Tituss Burgess and Dulé Hill and singer Melissa Etheridge in the initial rollout. The funds raised through the celebrities’ pages will be directed toward the Biden campaign, per a campaign aide.
The celebrities’ pages will be labeled with a Biden for President logo and disclaimer that inform users the funds raised will go to the former vice president’s campaign. Users will not have to select campaign-related messages.
“This partnership is a prime example of how this year may have upended the election cycle, but it also presented new opportunities to broaden our digital reach and tap into the groundswell of grassroots support we are seeing for Joe Biden and Kamala Harris,” Christian Tom, the campaign’s director of digital partnerships, said in a statement, adding that the campaign was “grateful” to the celebrities involved.
The campaign also launched a new hashtag this week, #TheNewAdministration, which it will gear toward young people in its paid media programming.