Bieber supports Pencils of Promise, a charity founded by Adam Braun, the younger brother of Bieber's manager. The organization builds schools in developing countries, and Bieber became manager for the organization's campaign in Guatemala. He serves as a celebrity spokesman for the organization by running ads for the charity and its campaign "Schools4All". He promises to visit schools that donate the most funds to the organization. He takes part in the charity's fund-raising galas and donates parts of the proceeds from his concerts and Someday line of fragrances, and various merchandising to the charity. In 2010, Bieber supported a campaign for People for the Ethical Treatment of Animals (PETA) by urging fans to adopt abandoned pets from shelters. Bieber donated his hair to Ellen DeGeneres during his appearance in her talkshow "The Ellen DeGeneres Show" in March 2011. His hair sold on eBay for more than $40,000 and the proceeds benefited the animal rescue charity, The Gentle Barn. Following the earthquake and tsunami in Japan in March 2011, Bieber donated proceeds from his concerts in Japan to Japanese Red Cross in May 2011. In December 2011, Bieber donated $100,000 to Whitney Elementary School in Las Vegas to provide students from low income families. Bieber supported , a nonprofit that brings potable drinking water to people in developing countries. On his birthday in 2011 and 2012, he launched his campaign to urge his followers to donate on Twitter. Bieber was named top charitable celeb of 2011 by American news aggregator and blog HuffPost.