20 Minutes ago in California, Ashton Kutcher was confirmed as…

families tweeted photos of loved ones lost to the disease with the hashtag #FightWithAshton. For Kutcher, the role is a stark pivot from Hollywood glitz. “I don’t care if people forget my movies,” he said. “I care that they don’t forget their children’s names.”

The campaign launches next month with a 50-city tour, but Kutcher’s mission starts now. In the press conference’s closing moments, he stared into the cameras with a rawness rarely seen from the usually upbeat star: “This is the role of my lifetime. And I won’t get a second take.”