Reggae singer Chris Martin has partnered with the New York-based Kulture Movement on the #NoDisrespect campaign.
The project is geared at educating youths on behaviours that garner respect, without resorting to violence.
The campaign tour takes him to two schools in Brooklyn this week.
His philanthropic work coincides with the release of his upcoming album.
Martin's second album titled And Then will be released on May 3 on VP Records.
Several singles, Bun Fi Bun, Come Back and Can't Dweet Again, have already been released, while the focus track, Life, will be premiered on March 15.