Following the sudden death of writer Dwayne McDuffie last month, Marvel Comics Senior Vice President of Publishing Tom Brevoort has begun a touching weekly ritual on Twitter. Every Wednesday afternoon, he selects a member of the comics creative community to honor while they are still alive to enjoy the praise. Using the hashtag #whiletheylive, Brevoort encourages everyone on Twitter to join in the tribute by sharing personal memories of the creator and their work.

“The idea, quite simply, is rather than waiting for a member of our community to keel over before we say nice things, we instead do it while they’re still alive, and can appreciate the outpouring of love,” Brevoort tweeted last month to kick off the first #whiletheylive Wednesday.

That first week focused on artist Gene Colan, who worked on Iron Man, Captain America and other classic Marvel comics of the 1960s. Colan has had health problems but continues to work to this day. Yesterday’s #whiletheylive recipient was writer/editor Jim Shooter, who was editor-in-chief of Marvel Comics from 1978 to 1987, and later editor-in-chief and creative architect of the fondly remembered (and recently resurrected) Valiant Comics. Others are artist Neal Adams (known for visually stunning runs on comics such as DC Comics‘ Batman in the 1970s), John Byrne (writer/artist known for historic runs on The Uncanny X-Men, The Man of Steel and others), writer/editor Denny O’Neil (known for his trendsetting work on Batman, Green Lantern/Green Arrow and other DC Comics), and artist Russ Heath (known for the Playboy comic strip Little Annie Fanny and countless war comics for DC Comics in the 1950s).

You don’t often see an outpouring of support and community like this in other industries, especially when there isn’t some kind of marketing push or uncontrollable event (like a death) behind it. All too often we take for granted the treasures that are still with us, and it’s about time we let them know how much they mean to us. It’s a wonderful gesture that I hope Brevoort and others continue. I also think it’s a wonderful ongoing tribute to Dwayne McDuffie, who didn’t get nearly enough credit and praise for his contributions to the industry while he was alive.