Celeb: Rob Reiner, film director/producer and Michael Stivic on "All in the Family"
Cause: Funding child development programs
What he's done: Wrote and led the fight for Proposition 10, a successful 1998 ballot initiative to raise California cigarette taxes 50 cents per pack to fund such programs
What celeb gets: Serious political credibility and tangible achievements for a personal crusade
What cause gets: A steady flow of money -- the tax hike might bring in up to $750 million a year.
Connection between celeb and cause: Reiner traces some of his own personality problems to his earliest years. This gives him an intense interest in early childhood development, where he thinks the most important help is given.