Save the Children's just-launched "I'm Gonna Be Your Friend" campaign adopts Bob Marley's legendary mantra of love, compassion and giving to inspire fundraising for famine relief funds in East Africa.
The campaign includes a film -- directed by "The Last King of Scotland" director Kevin MacDonald -- set to the Bob Marley & the Wailers song "High Tide or Low Tide." As part of the fund, download proceeds from the song go to Save the Children.
As reports surface that the demand for aid in Somalia might soon outweigh the supply, a number of noteworthy names are stepping up to promote the new initiative.
Lady Gaga, Justin Bieber, Rihanna, Jay-Z, Kanye West, Britney Spears and Beyoncé are among the more than 150 cause-driven celebrities who are putting their names behind the campaign, according to Hollywood.com. They're spreading the word on Twitter using the hashtag #beafriend to encourage fans to donate to the Horn of Africa.
Rita Marley, Bob Marley's widow, has also been urging people to give on the fund's site:
"Not one child should be denied food nor water. Not one child should suffer," Rita Marley wrote on the cause's website. "Along with Save the Children, we [must] stand up together as friends to put a stop to this, to feed our children and to save their lives."
The "I'm Gonna Be Your Friend" campaign has brought the major communication corporations on board. Universal Music Group, Yahoo!, Facebook, AOL, MSN, YouTube, Twitter, among others, have pledged to help promote the campaign, according to the fund's site.
Save the Children has helped almost 1 million people in the Horn of Africa by offering water purification and providing malnourished children life-saving treatment. It is one of the few aid agencies that operates in Somalia and is accepting donations through I'm Gonna Be Your Friend and through its website.
SEE slideshow of celebrity Twitter support:
WATCH the campaign video: