Smokey Robinson has decided to use his social media accounts and extensive, celebrity-filled Rolodex to help raise awareness of and potentially initiate fundraising efforts for a bevy of humanitarian issues. The American R&B and soul legend is launching a new initiative dubbed “Smoke Alarm,” which he’s calling a “digital emergency broadcast network” that will keep people across the globe abreast of pressing social issues in hopes of rallying both active and financial support.
Smoke Alarm’s mission is to democratize aid and “to provide equality among causes, big and small, by giving them the opportunity to raise money and awareness via social media.”
Here’s how it works: Robinson will send out a tweet, or “Smoke Alarm,” about a particular issue that will instantly post to all of his other social media feeds. That message will simultaneously post to the feeds of his celebrity friends who have opted in, effectively sending the message to hundreds of of thousands of social media users and spreading awareness of the cause across the world. Non-celebrities an also opt into Smoke Alarm and help the word spread even further.
“I want to promote the basic idea that all people should have equal access to simple things like food, water and medicine. My inspiration comes from icons of equality I have known over the years, like Jackie Robinson, Rosa Parks and Martin Luther King Jr.,” Robinson said in the official press release. “In this digital age we have the tools to level the playing field for those in need, so I’m calling on my friends and fans to lend their voices to mine, so we can collectively make a difference.”
“It is inspiring to see an icon like Smokey Robinson stand up to use his cultural influence to raise funds for worthy causes by asking his friends to empower their social media voice,” Duff said. “I am proud to stand up and be counted as a member of Smoke Alarm.”
“There’s an unprecedented opportunity here to reach and mobilize people around the world for social change,” said David Clark, the creator of Cause Swarm, the digital platform with whom Robinson partnered to establish Smoke Alarm. “Just think about the critical role social media played in facilitating the Arab Spring. Because of Smokey’s unique standing, and the powerful coalition being built to support him, when Smokey initiates a Smoke Alarm, people around the world will be empowered to act as never before.”
Robinson officially unveiled Smoke Alarm yesterday at the Cannes Lions Festival of Creativity, and the initiative is slowly gaining supporters. If you’d like to join the cause or simply seek more information, visit www.causeswarm.com/smokealarm, follow Smoke Alarm’s official Twitter feed @_SmokeAlarm and check out the official Facebook page at facebook.com/SmokeAlarm.