Children's charity UNICEF has joined forces with paint brand Dulux in the 'Own a Colour' campaign, which lets people own a color from a choice of 16.7 million shades. The selection amounts to the number of colors displayed on an average computer screen.
Each color is being sold for £1 with all proceeds going to UNICEF to help save children's lives. The aim is to raise 16.7 million pounds in record time using social and traditional media to spread the word and get people buying.
People who purchase a color are able to rename it and have it displayed on a dedicated Dulux micro-site.
Celebrities who have already bought into the Own a Colour campaign include Jemima Khan (CFC Blue), Duncan Bannatyne (Scottish Saltire Blue) and Sir Roger Moore (Swedish Blue).