On March 28, the radio owner is allowing children to take over the airwaves across the Big City Network and Magic Radio, as well as on the Magic and The Hits TV channels. Campaign activity will also take place on the Save the Children site.
Promotion of the event, and recruitment for would-be DJs, began yesterday (Monday) via each participating radio station, website and TV channel, as well as in the print and online versions of Bauer's Closer and Mother & Baby magazines.
Children from across the UK will be selected to co-present radio shows and news programmes in what is being billed as a "For the Kids" day. Those involved will be aged between 12 and 16, with two from each Big City Network radio station area being chosen to take part in the day.
The campaign was created by Marco Ramos, Rowena Johnson and Phillipa Williams at Carat, Bauer's managing director of programming, Mark Story and Lucy Darby, Bauer Advertising group account director.
The young DJs will lead a news bulletin every hour and talk about the world from a child's perspective.
The awareness day is designed to highlight Save the Children's biggest campaign to date, to have 10 million people taking action and supporting the charity by 2010.