Cancer Research UK is to experiment with a telephone donation line during Children's Cancer Month in December.
The campaign, known as the Little Star Appeal, will run throughout December and, if it is successful, CRUK hopes to make it an annual event. The charity is targeting the national and regional media with an extensive PR campaign to promote the phone line (020 7009 8820). All money pledged will be used to help fund research into children's cancers.
"This is the first time that we have done anything like this, so we don't have a set target in mind at this stage, and we are just hoping to raise as much as possible," said Cancer Research UK spokeswoman Sarah Dean.
"We are targeting anyone with children, but hope that the appeal will also be much wider than that."
Children's Cancer Month is in its fourth year and is supported by the UK Children's Cancer Study Group and the National Alliance of Childhood Cancer Parent Organisations. The month is also backed by a number of celebrities including ex-Spice Girl Geri Halliwell, pop band Girls Aloud, former EastEnders actor Martin Kemp and Tara Palmer-Tomkinson.