The Time to Share appeal is part of UNICEF’s emergency fundraising activity for children in East African nations such as Somalia suffering famine.
The ad campaign sees long-time brand ambassador McGregor urge cinemagoers to share £5 with the charity via text donation before turning their phone off to enjoy the film.
UNICEF hopes the campaign will reach more than 45% of cinema audiences this weekend ahead of films such as Harry Potter and the Deathly Hallows – Part 2, Super 8 and Mr. Popper’s Penguins.
UNICEF UK’s executive director, David Bull says: “Time to Share is a fundraising campaign which asks everyone to share a little of what they’ve got, to save children’s lives in East Africa. DCM, Vue, Odeon and Picturehouse Cinemas have all generously shared their time and their hugely valuable advertising space with UNICEF.”
As part of the UNICEF Time to Share campaign, Everything Everywhere is launching an SMS campaign to encourage all Orange and T-Mobile customers to text to donate.