With Black Friday in full force, the Bill and Melinda Gates Foundation is using a play on the post-Thanksgiving sales ads to encourage donations to shot@life, a program to vaccinate children.
The ad, which Melinda Gates tweeted out earlier this week, encourages donations for Giving Tuesday — a charitable effort that aims to raise money on the Tuesday after Thanksgiving.
As a “doorbuster,” the Gates Foundation is matching donations two for one from 5 am to 9 am on Tuesday.
“Every disease must go,” the pitch says, adding that hundreds of millions of vaccines have already been “sold.”
Giving Tuesday started in 2012 as a project of the 92nd Street Y along with the United Nations Foundation.
“We have a day for giving thanks,” the effort says on its website. “We have two for getting deals. Now, we have #GivingTuesday, a global day dedicated to giving back.”
This article originally appeared on Recode.net.