Unicef intends to raise £55m to highlight rights of young people

Three-phase Put It Right campaign will run for five years, featuring adverts across all types of media

Children's charity Unicef UK will launch one of the voluntary sector's biggest-ever fundraising campaigns next Monday.

The charity aims to raise £55m over five years to raise awareness of the rights of young people worldwide.

The Put It Right campaign will begin with TV advertisements showing situations where the rights of children are denied. Actor Ewan McGregor, who is an ambassador for the charity, provided the voiceovers.

The TV campaign will be supported by 22 million online banners and a microsite that asks people to donate, do something to help or share news of the campaign on their social networks.

Alison Tilbe, director of Put It Right, said the Haiti disaster had shown people were prepared to give during tough economic times "if they felt compelled by the cause".

She said the amount the charity was spending on the campaign was "commercially sensitive", but added: "We are confident the initial outlay will help us raise more money than ever."

Put It Right, which is Unicef UK's first integrated advertising campaign, has three phases, beginning with TV, digital, press and outdoor adverts telling people about children's rights.

Phase two will ask people to donate £3 a month and phase three centres on a marketing campaign, including direct mail, that asks people to give.

Unicef UK ambassador Duncan Bannatyne, star of TV programme Dragons' Den, has pledged to raise £3m for the charity.

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