The Save The Children organization is hoping to raise both awareness and funds to help the “devastating food crisis affecting millions of children and their families across East Africa.”

Today they announced the launch of I’m Gonna Be Your Friend, a giant fundraising campaign that looks to spread the word via social media and celebrities – and through celebrities on social media.

The first aspect of this campaign is the accompanying video, available on YouTube. The video shows harrowing footage of struggling Africa people and is directed by Kevin MacDonald of Last King of Scotland fame. It is set to Bob Marley’s song “High Tide or Low Tide,” which includes the line “I’m Gonna Be Your Friend” (where the campaign got its name). Check it out:

The second part of the social media campaign is the Twitter and Facebook support. Universal Music Group, Yahoo!, MSN, and others have already teamed up with the social sites like Facebook, Twitter and YouTube as partners in the project. “I’m Gonna Be Your Friend” has also attracted a slew of high-profile celebrities –

From today, many icons, celebrities and artists across the world including Eminem, Lady Gaga, Jay Z, David Beckham, U2, Beyonce, The Rolling Stones, Muhammad Ali, Jennifer Lopez, Muse, Coldplay, Elton John, Lewis Hamilton, Britney Spears, Bruno Mars, Robert Plant, Kanye West, Madonna, Cristiano Ronaldo, Justin Bieber, Brian May, Sting, Rihanna and many others are launching the campaign via their huge networks of friends and fans on Facebook and Twitter (#beafriend).

Those celebs will spread the word using their Facebook and Twitter followings. Save The Children estimates a global reach of over 700 million fans.

Cristiano RonaldoI’ve just been informed of this campaign to put an end to Millions of children starvation – Save The Children has launched an emergency aid response in Africa – Please watch this video, share with friends and download Bob Marley & The Wailer’s single ‘High Tide or Low Tide’ with all proceeds going to the East Africa food crisis appeal. You can and help now.

http://www.youtube.com/watch?v=eTJVQKra7gA&feature=share 7 hours ago · 20,260 likes · 2,556 comments

People can donate to the cause either by purchasing the Bob Marley track from iTunes or by donating directly from the “I’m Gonna Be Your Friend” site. Also, people can help by simply spreading the word on Facebook and Twitter. They ask they Twitter chatter contain the hashtag #beafriend.

Save The Children says that drought in north east Kenya and Somalia has led to a massive food crisis.

Spread the word, help out. Social media for social good is something we can all get behind.