Actor Ed Begley Jr. has launched a Kickstarter campaign for his new web series On Begley Street, which documents his attempt to build the world’s greenest home.

An environmental activist since 1970, Begley and his wife Rachelle Carson-Begley are joined by friend and the shows producers Raphael Sbarge (ABC’s Once Upon a Time) and Billy Frank (Clueless, Indecent Proposal) as they attempt to build a LEED Platinum home in Los Angeles.

On Begley Street has already raised over $3,000 of the $25,000 goal which the Begleys will match dollar for dollar. “We get none of the money you might kick in,” Begley said. “It all goes to production, marketing, and promotion.”

Much of the project’s publicity stems from Begley’s own notoriety, however. “Keep an eye open as Ed and Rachelle’s high profile friends stop by for a visit and are then coerced into an afternoon of hard labor,” reads the Kickstarter page. Indeed, the campaign’s video features some familiar faces including Jeff GoldblumJeff Garlin, and Illeana Douglas.

Perks for large backers include an “outgoing voice mail on the cell phone of your choice” recorded by the Begley family ($250), your likeness inserted into the series ($1,000), and a speaking walk-on role in the series ($10,000).

“A webseries presents opportunities not available in any other format,” Begley said. “The format allows for a lot of experimentation and improvisation which is a lot of fun. We can continue to bring focus to issues that matter most to us and to our fans, like sustainable living and social good.”