``I know that when an artist speaks up to safeguard the environment or to crusade for civil rights or to fight the scourge of drugs ... the world sits up and listens,'' Annan said adding, ``I have seen this first hand.''

Annan spoke at a posh Beverly Hilton Hotel reception hosted by Jack Valenti, president of the Motion Picture Association of America. Annan said he hoped Hollywood would flex its communications muscle to help disseminate his message.

Originally from Ghana, Annan is the first secretary-general to deliberately court the business, elite and prominent personalities in order to focus the international spotlight on UN concerns.

Annan signed up legendary Laker basketball star-turned-entrepreneur Earvin ``Magic'' Johnson as one of his ``messengers of peace'' because of his work on behalf ofinner-city youth. Tenor Luciano Pavarotti, Algerian-born singer Enrico Macias, actor Danny Glover, actress Linda Gray and cellist Mstislav Rostropovich already have been enlisted in the campaign.

During a ceremony to honor Johnson, the 1.7-meter (5'7 inch) Annan stepped upon a stool in order to stand shoulder-to-shoulder with 2.1 meter (6'9 inch) Johnson.

``Even a little man as yourself, you are yet so powerful. You don't need that stand. You are already standing tall enough,'' said Johnson. Of the honor, Johnson said, ``It is like finally being given the ball.''

The honor carries no defined responsibilities, though Annan said those designated will speak out on various issues when needed. Some will be sent abroad to highlight UN missions.

Annan plans to tap some 30 actors, musicians and athletes as ``messengers of peace'' to raise awareness of UN campaigns against war and famine, as well as Washington's 1.6 billion dollar debt with the United Nations.

``Technically speaking, the United Nations isbankrupt,'' Annan told the Los Angeles World Affairs Council, adding that ``creditors have been kind enough and patient enough not to foreclose.''

Paying up, he said, would be a small per capita sacrifice. ``It represents just over six dollars per American to repay a debt built up over a decade. That amount would not buy you even one appetiser at Spago,'' he told movie industry executives. Annan was referring to a high-priced restaurant here patronised heavily by film industry celebrities.