Stars including Katie Holmes and Usher are throwing their support behind Alicia Keys' Keep A Child Alive foundation by modelling a new range of t-shirts for the charity.
Pregnant singer Keys and her husband Swizz Beatz are also seen in the new publicity campaign wearing the garments, which feature a barcode and the slogan 'Buy Life'. Fans can download an application onto a cellphone and 'scan' the barcode to make a donation to the organisation.
Kim Kardashian, Ryan Seacrest and Jay Sean are also part of the campaign and Keys is convinced the initiative will make a real difference to families affected by HIV/AIDS in Africa and India.
She says, "With the launch of our BUY LIFE campaign, I am confident less people will needlessly have to die because of lack of proper care which means more children will still have parents to raise them and guide them. I'm never more inspired than when I'm doing this!"
Keys staged her seventh annual Keep A Child Alive Black Ball in New York last week (30Sep10) and raised a massive $2.4 million (£1.6 million) for the cause.