It's a simple, powerful idea: get celebrities with huge Twitterfans to join together when there's a worldwide cause that needs attention‘«Űfunding, help, or even awareness. Smokey Robinson and David Clark came up with the idea for the "Cause Swarm"‘«™and for the "Smoke Alarms," the actual twitter-messages that will go out all at once when the need is there. "The most effective way to defeat an opponent is to overwhelm or swarm them," Clark told CNN recently.
The Alerts themselves will go out no more than three times a year for "shovel ready" projects; the first will be before the end of the year and probably center around the need for clean water in certain at-risk communities.
Eva Longoria, whose philanthropic work is well-known (bordering on legendary at this point) was one of the first to sign up. Actors James Franco and Hilary Duff, and musicians Elton John, Daryl Hall and Brandy Norwood have jumped on board as well, and "Cause Swarm" says there are more to come.
Longoria told CNN that Robinson is "a force of nature." "I'm proud to stand with him as he breaks new ground in philanthropy like he's done countless times in music," she said. "What makes Smoke Alarm so powerful is the man and heart behind it."