Hollywood stars like Justin Bieber and Kim Kardashian are hoping to cash in on their fame and 'social capital' and draw attention to charities by making the 'Hollywood Pledge.'
Hollywood celebrities have long taken part in charity events, an opportunity to be seen in a favorable light. But now some of them are making a more formal pledge to do charitable work.
They're taking their cue from a group of generous billionaires, headed by Bill Gates and Warren Buffett, who have promised to give away the majority of their fortunes to worthy causes in a Giving Pledge.
As with the billionaire group, which now numbers nearly 70, the "Hollywood Pledge" allows each person to customize his or her own pledge. The giving may be in the form of donations or charitable work, such as visiting a children's hospital or hosting a fundraiser. Each celebrity can list the causes he or she is supporting, and can invite fans to get involved through volunteering or making a donation.
Among the well-known actors, musicians, athletes, and other personalities who have already taken the pledge are Justin Bieber, Laurence Fishburne, Richard Gere, Jewel, Dwight Howard, Hugh Jackman, Kim Kardashian, Ricky Martin, Kelly Osbourne, Rachel Zoe, Jordin Sparks, Adrian Peterson, and Denzel Washington.