Rolando Villazón is asking everyone to “Save the Children” this holiday season, his focus on those in need in East Africa.

The tenor made a formal announcement via social media where he spoke to his fanbase and other viewers with the following message: “It is most important to give to those that need it the most,” he stated. “This year I am launching a new campaign for the season and I have chosen the International Institution Save the Children. These children in East Africa are dying of famine and more are expected to if we don’t do something. You can donate whatever you want… The more we altogether collect, the better.”

He noted that the goal was 5,000 euros and also added that he would allow people to donate in other people’s names.

“That way you give that person a present, you give the children a present, and you give yourself a present,” he concluded. “It is an obligation to help others.”

He also announced that he would kick off the campaign by donating 1,000 euros in the name of Ildar Abdrazakov.

Donors will receive special “gifts” from the tenor, including social media shoutouts and even personalized videos from Villazón.