The singer and his celebrity friends are linking together to spread the word to hundreds of millions of people quickly when their help is needed.

CNN: Celebs join 'Smoke Alarm' Twitter plan

In business, it is often the help when needed in just the right moment that makes all the difference.

FORBES: How Would You Measure A Business Assist? Lessons From Great Basketball And Hockey Players

However, ministers have faced criticism that they have cut flood defence spending at a time when their own advisers say a large funding boost is needed to help the UK cope with greater risk of flooding as the climate changes.

BBC: Flood defence funding of ?120m announced

"In the heat of battle when support is needed very quickly, nine times out of 10 it really does help to get troops out of very difficult positions, " he said.

BBC: UK soldiers in Afghanistan