Unicef has joined forces with money-transfer company Western Union to launch a new fundraising campaign.
Western Union Bright Futures Campaign aims to raise 1 million euros (£616,000) in support of Unicef. The company and its agents across Europe will donate one euro per money transfer transaction throughout March and April to support the charity's Early Childhood Development programmes.
To launch the initiative, Western Union has funded the publication of a research report on early child nutrition, which reviews data from 100 countries. The report looks into the causes and problems associated with child malnutrition and reveals that the vast number of children become malnourished within their first three years of life.
"Our work with Unicef is a tremendous partnership and is particularly pertinent as it connects with parts of the world that drive our business,
said Western Union's vice-president of southern Europe Roger Ringwood.
"A lot of our customers come from third-world countries and use our service to send money home, so it's excellent that we have the opportunity to launch a campaign that will have direct relevance to their lives."
Ad agency D'Arcy designed a poster and flyers to promote the campaign featuring drawings by children across the world.
Funds raised by the Bright Futures Campaign will go towards Unicef projects targeting mother and child health care, nutrition, safe water and hygiene, early learning and care, and child protection.