( CNN ) -- A new social media campaign hopes to harness the power of celebrities and a Bob Marley song to help bring awareness to the thousands suffering from the famine in the Horn of Africa . The `` I 'm Gon na Be Your Friend '' campaign , which kicks off Tuesday , is named for a line in Marley 's 1973 song `` High Tide Or Low Tide . '' It uses the song as the soundtrack to a short film on the East African crisis directed by award-winning director Kevin MacDonald . Among MacDonald 's movies is the critically acclaimed `` Last King of Scotland . '' Prominent celebrities -- such as Eminem , Rihanna , Lady Gaga and Britney Spears -- have pledged to promote the film by posting it on their Facebook pages or offering links on their Twitter feeds . The video is also on sale , with proceeds going to Save The Children . `` With over 150 global stars already signed up and more joining by the hour , the combined total of their fans and followers on the social networks is over 700 hundred million people , '' the campaign said . `` This huge number will not only help raise awareness of the scale of the crisis but also vital funds for those suffering in the region . '' Twelve million people are facing a hunger crisis in the Horn of Africa . Somalia has been hardest hit . `` Not one child should be denied food nor water . Not one child should suffer . Along with Save the Children , we must stand up together as friends to put a stop to this , to feed our children and to save their lives , '' said Rita Marley , Marley 's wife .
The campaign is named for a line in the Marley song `` Hide Tide Or Low Tide '' Artists like Eminem and Lady Gaga have pledged to promote the film . Proceeds will go to aid group Save the Children to help famine victims .