A volunteer fundraiser has taken it upon himself to raise £100,000 in 30 days for BBC Children in Need through an innovative website.
Paul Peace has set up minimillions.org.uk to raise the funds by selling pixel ads - tiny adverts that link to company and personal websites and drive internet traffic to them.
To raise the funds, Peace is offering to create pixel ads and web pages for anyone who doesn't have a website.
Peace decided to break down the main goal into more manageable targets by creating an online chocolate bar on the site. Each chunk of chocolate sells for £100. There are 1,000 chunks.
Peace hopes that people who can't afford a whole chunk will club together.
He said: "The target is totally achievable, provided everyone is willing to muck in."
To publicise his project, Peace has contacted local and national media.
He has also included a blog on his website from the first day he had the idea.