The telecoms company is running the campaign to tell consumers that it will donate 1p for every landline phone call made today (26 February) to Sport Relief as part of the BT Sport Relief Million Pound Bike Ride.
BT will also donate 25p for every call to its directory enquiry service 118500.
The company is encouraging people to use its services to boost donations with the line “The More you call, the more we will donate. You pick up the phone. We’ll make the donations.”
The ads feature comedian David Walliams, who is part of BT’s celebrity team of cyclists who plan to cycle 1,000 miles between them to raise £1m for Sport Relief.
The BT team includes David Walliams, Jimmy Carr, Fearne Cotton, Miranda Hart, Patrick Kielty, Davina McCall and Russell Howard.
In January, Sainsbury’s and TK Maxx joined forces with Sport Relief with the launch of official charity t-shirts designed by the Beckhams.