I'm a Celebrity will support Malaria No More UK

Reality show will donate share of telephone votes to just one charity

Reality television show I'm a Celebrity... Get Me Out of Here! will support only one charity during this year's series.

Fifteen per cent of the show's income from premium-rate phone calls made by the public to vote for celebrities on the show will be donated to Malaria No More UK when the programme begins this weekend.

Sarah Kline, executive director of Malaria No More UK, said the agreement would give the charity "an unprecedented opportunity" to reach millions of viewers and raise the profile of its efforts to bring an end to malaria.

The charity has not set any fundraising target for the campaign.

No one from ITV was available to comment on why it had switched to a single sponsor this year.

Before this series, each celebrity nominated their own charity, with the amount of money being donated depending on the number of votes a celebrity received.

In 2008, anti-knife crime campaign the Ben Kinsella fund received about £30,000 after being nominated by the winner, actor Joe Swash. 

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