The Sky Rainforest Rescue campaign aims to protect rainforest covering more than three million hectares in the state of Acre, Brazil. It is seeking public donations, with every £10 donated helping to save 500 trees. Sky will match every donation until a total of £4m is raised.
The project is part of Sky's wider bid to up its green credentials. It has set a target to cut its CO2 emissions by 25% by 2020, including cutting emissions from employee business travel by 20%.
Sky chief executive Jeremy Darroch said: "Rainforests are crucial to the fight against climate change. An area of three football pitches is being destroyed every minute in the Amazon. We're asking everyone to join us to help stop this by donating."
To support the campaign, documentary maker Ross Kemp will visit the Amazon Rainforest to investigate deforestation, for two programmes to be broadcast on Sky1 next spring.
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