Save the Children plans to intensify its regional and local media coverage through the use of volunteer media co-ordinators.
There are already 25 volunteer media co-ordinators in London, East Anglia, the Midlands and the South West, mainly with journalism or PR backgrounds.
Each volunteer media co-ordinator is responsible for two counties; working from home with back-up from the charity's media unit, they will generate local press, radio and TV stories around Save the Children Week starting on 28 April.
Open letters were sent out to editors of all local and regional newspapers in the south of England in January and February this year, inviting journalists, marketing and PR consultants to use their skills to make a difference.
This struck a chord with many volunteers from the corporate world who were having a career break or working part-time, said Pippa Ranger, assistant media manager at Save the Children.