Nike: proud sponsor of the NFL. Johnson & Johnson: founding sponsor of Safe Kids Worldwide. Coca-Cola: official sponsor of the FIFA World Cup. There are numberless brands, products, and companies all around us with sponsorships. But, did you know there is an official sponsor of More Birthdays?

Over the past few years, the American Cancer Society has taken up a campaign geared toward more birthdays. They have spread their message in sevesocial media servicesral different media formats in the past, but now they are putting more of their resources toward the social media sector. Since birthdays are trending topics on both Google and Twitter, ACS has found that using celebrities as a part of their campaign can be highly beneficial.

For example, this past week, a YouTube video was released featuring Justin Bieber and Usher singing a remix of the traditional “Happy Birthday” song. And successful it was—the video has had almost 600,000 views in the past four days.

Celebrities add a certain authority to a social media campaign such as this. Fans that stumble across their idols’ videos, Facebook page, or Twitter account and see them promoting and supporting a good cause may be more inclined to support it themselves.

Quite the opposite approach, in November of 2010, several celebs experienced a “digital death” in the social media sphere. Justin Timberlake, Ryan Seacrest, and Lady GaGa’s Facebook and Twitter pages deprived subscribers of any updates for several days until $1 million was raised for World AIDS Day. Although the silence was only temporary, it proved that social media is indeed an effective tool for publicizing your cause.

So the next time you hear the “Happy Birthday” song, think of the American Cancer Society and their effort to have more birthdays. Or better yet, use your own social media outlets to digitally sponsor things you believe in.

Jamie Bates