The three-minute DRTV slot will air during the Channel 4 news tonight.
The campaign will be backed by online activity using Twitter, Facebook and YouTube as well as a viral email to potential and existing supporters to encourage people to donate to the appeal or participate in fundraising activities. It will also be supported by radio, ongoing press, and direct marketing activity.
Celebrities including Timothy Spall, David Morrissey, Jessica Hynes and Shameless star David Threlfall will also be backing the campaign.
The nationwide appeal is intended to help the charity raise £17m to help neglected children over the next three years.
This article was first published on marketingmagazine.co.uk