MUMBAI: Actors and brother and sister duo Jaden and Willow Smith are joining Hasbro, Inc.’s Project Zambi as the program’s Youth Ambassadors to help raise awareness for the estimated 15 million children who have lost parents and relatives to the AIDS epidemic in Africa and around the world.

Earlier this year, Hasbro launched Project Zambi, a global cause initiative that has introduced a new special edition Furreal Friends Zambi The Baby Elephant product dedicated to raising awareness and benefiting programs caring for these children.

"Willow and I joined Project Zambi to represent all the kids out there who want to make the world a better place. We want to encourage kids everywhere to lend a hand and join us in spreading the word about how much children who have been orphaned by AIDS in Africa need our help," said Jaden Smith.

Jaden and Willow have also lent their signatures for the Project Zambi Celebrity Charity Auction. Jaden, Willow and other celebrities from the worlds of film, television, music and sports have come together to support Project Zambi in a 10-day online auction featuring custom-designed, one-of-a-kind, collectible elephant models – each signed by one of the participating celebrities. All money raised from the sale of each elephant will be donated to the organization of the celebrity’s choice that supports children orphaned by AIDS in Africa, including Jaden and Willow’s autographed elephant, which will benefit the Chikumbuso Women and Orphan’s Project in Zambia.

"Project Zambi is about kids and for kids, and it’s so important that we all learn to take care of each other. Even from the other side of the world, kids in Africa will know they have friends who care about them," said Willow.