Put It Right is a five-year initiative by the United Nation's humanitarian organisation to mobilise action in the UK to protect the rights of children worldwide.
It aims to raise £55m in donations, increase awareness of children's rights and press for the government's action.
The campaign features five children who have been helped by Unicef. The online activity includes Unicef's video on The Economist's site and on the guardian.co.uk website for the first three months of the campaign.
Online media will also be involved, including 22 million impressions across various websites including Amazon, AOL, The Economist and The Guardian, as well as a mini-website for viewing and donations by people.
All offline media promotion will direct people to its dedicated site.