Comic Relief is to run a livestream fundraiser on YouTube as part of today's Red Nose Day.
The livestream, known as Happy Hour Live, will ask for donations and include sketches featuring famous faces such as Tom Rosenthal of the sitcom Friday Night Dinner.
The new initiative will bring together some of the country's most popular YouTubers, including Lewys Ball, Evie Clark and Doug Armstrong, from 6pm to 7pm, shortly before coverage on BBC One begins.
Red Nose Day, which is held every two years, has experienced a reversal in fortune in recent years. Since generating a record £108.4m in 2011, the sum achieved has fallen each time.
The last Red Nose Day, in 2017, raised £82.2m, bringing the total amount received since the first event in 1988 to more than £1bn.
Comic Relief is also working closely with Facebook, which has said it will match up to £1m in donations pledged for Red Nose Day through its site.
Bill Griffin, executive director of brand and creative at Comic Relief, said: "As online audiences continue to grow, Happy Hour Live marks Comic Relief’s ambition to bring relevant content, creators and charitable giving to a younger, digital-native audience."
Happy Hour Live can be viewed here.