Have never understood why people look down upon actors or actresses that openly do charity. There are two ways of conducting a charity:
1) do it quietly/donate money/time/effort and then let it be. It's the type of charity I do because my actions will not really effect the actions of others
2) if you are a star, you should be doing a charity where the charity itself gets publicized, allowing more people to hear about it and maybe, just maybe get motivated by your efforts and do some charity themselves.
Even charities have become a business these days but to some extent even that is fine as long as the name is getting out there, forcing people to think about these villages and their needs.