Landline and phone box calls will become profitable for Children in Need today as BT announces the latest initiative in its ongoing partnership with the charity.
BT will today donate a penny for every call made from a landline or phone-box and 25 pence for calls made to their directory enquiry service as part of an ongoing partnership with BBC Children in Need.
BT hopes that the scheme will raise £200,000 for disadvantaged children across the UK.
The campaign was launched by recent winner of cookery show Masterchief Lisa Faulkner along with Children in Need mascot Pudsey. Manchester United footballer Michael Owen has also joined in the fun.
Non-BT customers have been encouraged to support by either making a call from a BT payphone or calling their directory enquiry service from any UK landline or mobile.