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Justin Bieber’s New Tour Offers Incentives for Fans to Do Good, Support Nonprofits

Justin Bieber
Poster for the Justin Bieber Justice World Tour. Courtesy image

(RNS) — Justin Bieber is incentivizing Beliebers to take action on social justice during his Justice World Tour, which launched in San Diego on Friday (Feb. 18). His “Justice in Action” initiative promises prizes, including free concert tickets and a Paris trip, for supporting religious and nonreligious organizations alike.

“Join Justin Bieber in taking action for your chance to win exclusive prizes from the Justice World Tour Like VIP tickets, a trip to meet Justin in Paris, and more,” an announcement on Bieber’s website says.

Through Propeller, a company that leverages social influence to support nonprofits, fans can donate to any of the 18 participating groups, whose efforts range from climate advocacy to criminal justice reform to opposing anti-Asian racism. Fans earn points by signing petitions, volunteering or registering to vote — more points means more opportunities to win.

One partner is the Poor People’s Campaign, a faith-based anti-poverty initiative inspired by the Rev. Martin Luther King Jr.’s campaign in the 1960s.

“Thank you, @JustinBieber, for lifting up the #PoorPeoplesCampaign @UniteThePoor. We invite you & Hailey Bieber to join us June 18 in Washington, D.C.,” tweeted the Rev. William J. Barber II, co-chair of the campaign.

Community members discuss strategies and next steps during a Live Free USA Justice and Belonging Lab breakout session related to criminal justice reform and gun violence in Las Vegas, Nevada. Photo courtesy of Live Free USA

Community members discuss strategies and next steps during a Live Free USA Justice and Belonging Lab breakout session related to criminal justice reform and gun violence in Las Vegas. Photo courtesy of Live Free USA

Another partner organization, Live Free USA, a criminal justice reform organization, is holding “justice and belonging” training sessions ahead of the concert dates in cities where Bieber is scheduled to perform.

“We are excited to have this opportunity to connect with the Justin Bieber fan base,” Pastor Mike McBride, Live Free’s national director, told Religion News Service, saying the trainings involve local leaders addressing the need to reduce gun violence and to abolish the death penalty.

The first training, held in Las Vegas on Friday, included about 50 people of different religious and racial/ethnic backgrounds sharing their personal experiences and seeking empathy in their different situations. They discussed contacting elected officials to make changes to help poor people, such as with improved access to housing. About a dozen people attended a clergy training the next day that focused on voter mobilization for the fall elections.

McBride said the group had already been planning trainings around the country and when its leaders were contacted by Bieber’s organization, decided to offer them at the tour stops. The expanded training is supported by Levi Strauss & Co., according to McBride, who said he did not have ethical qualms about the incentives offered by the Bieber tour for those attending the Live Free trainings.

“Our world is often so polarized and sometimes people need an extra nudge to lean into something that they perhaps would not do on their own,” he said. “I think we need people that can push folks into spaces of difference but make sure those spaces are curated to be safe and a place of learning and not division.”

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Kathryn Post and Adelle M. Banks are journalists with Religion News Service.