Smoke Alarm is a project that harnesses the power of celebrity. The campaign, developed by the singer Smokey Robinson, cause-related marketing guru David Clark and agency Crispin Porter & Bogusky, combines multiple celebrity social media feeds to broadcast a message, raising funds and awareness. Its first initiative - to share clean drinking water through the P&G Children's Safe Drinking Water Program- was announced today by Bill Clinton at the Clinton Global Initiative (CGI) Annual Meeting. Celebrities such as Elton John, Eva Longoria, James Franco, Rob Thomas, John Corbett, Hillary Duff and Matthew Morrison are all lending their social media feeds to the campaign.
Once the network has reached over 200 million followers, it will sound the "Smoke Alarm" and the clean drinking water message will instantly post through celebrities who have donated their voices.