James Wilder Jr. isn’t content with revitalizing his team’s run game. The 25-year-old Toronto Argonauts rookie is taking on a bigger cause.

On Tuesday, Wilder took to his Twitter account to start #RunWilderForTheCure. For the month of October, Wilder Jr. will donate a dollar for every yard he runs and $100 for every touchdown he scores to breast cancer research.

His campaign has taken off the same way that Wilder has over the last month when he gets the slightest opening from his o-line. He’s quickly recruited teammates, some CFL cohorts and two of his closest NFL friends, in running backs Chris Thompson (not former CFL DB Chris Thompson) and Devonta Freeman to join his cause, among others.

The timing lines up with the Argos hosting their CFL Pink game on Saturday, where players wear pink on the field to raise breast cancer awareness.

Donating $1 for every yard n $100 for every TD I make in the month of October to help find a cure for breast cancer!!!🎀#runWILDERforacure — James Wilder Jr (@IAm_Wilder32) October 3, 2017

I challenge every @CFL RB to donate $1 for every yard they gain in October to help find a breast cancer cure, Tag a RB#runWILDERforacure — James Wilder Jr (@IAm_Wilder32) October 3, 2017

“Wearing pink brings awareness, but awareness doesn’t do anything if you don’t take action. So I wanted to find a way to take action with people in this league and not just this league, the NFL as well,” Wilder said. “This is just something where we’re all in good positions where we can help out. I just came up with something where us as running backs can all just get money to put toward research.”

For the first time in his pro career, Wilder is a starter and has a chance to not only wear the pink gear on the field this week, but to get in the game and fundraise through his play.

Named one of the CFL’s top performers of the month on Wednesday, he had 389 rushing yards and two touchdowns in September. The spotlight has only begun to shine on him, but the Tampa native wants to take advantage of it in the best ways possible.

He’s enjoyed watching running backs from both leagues get involved. He knew he could count on Thompson and Freeman, friends and former teammates from their Florida State days. The ripple effect that followed was purely through social media. Even some fans have chimed in through Twitter, offering up their own cash to add to Wilders’ totals this month.

“I knew I was going to get those guys for sure,” he said of Thompson and Freeman. “I asked them and then we started getting more people from the CFL. Guys were DMing me saying, ‘I’m with this too, it’s a good cause.’”

While breast cancer hasn’t touched his family directly, Wilder said that he’s watched a family friend bravely battle the disease the last few years. He didn’t want to use her name without checking with her first, but he said he’s dedicating this campaign to her.

“I just want to applaud her,” Wilder said. “She’s still battling now, but she’s doing well. That’s the only person I know personally that has it. That’s who I’m dedicating it to, along with everyone else who has it.”

Wilder said that the fight his family friend has shown, and the fight that cancer patients everywhere put up is inspiring.

“It gives you strength,” he said. “You have people waking up with breast cancer and they don’t know, today could be the day. It’s inspiring. Anything I can do to give back to them and help them with their fight.”

@TG3II is officially running WILDER for a cure he'll donate $1 per yard n $100 per TD earned in October🎀🙏🏾#runWILDERforacure — James Wilder Jr (@IAm_Wilder32) October 4, 2017

@devontafreeman is officially running WILDER for a cure he'll donate $1 per yard n $100 per TD he earns in October🎀✊🏾🙏🏾#runWILDERforacure — James Wilder Jr (@IAm_Wilder32) October 3, 2017

The Argos’ #CFLPink game is this Saturday, against the Saskatchewan Roughriders. Toronto Fire Services will have their pink firetruck at the pre-game tailgate, creating awareness for the Princess Margaret Cancer Centre’s breast cancer program BREASTOBER.

Players will wear pink tape and gloves during the game. Argos pink and teal gear will be on sale at the merchandise kiosks around BMO Field and the Argos Cheer Alumni will perform at halftime. They’re supporting Tealpower; a not-for-profit organization dedicated to cervical cancer education.

The Princess Margaret Cancer Foundation is the Argos’ selected charity for the game.