Have you watched Pro 7 lately? There you see commercials for it. You go into several shops (in Germany it's HL and another Supermarked plus Burger King) and buy a red nose, it's like a nose that clowns wear. With every nose that is sold you donate something for children. On march 14 there is on Pro 7 a TV show with some German singers, like Nena, Sasha, Udo Lindenberg for example in honor of this.

I hear of it this year for the first time but when I read this thread I got the feeling it exists for a few years now.