The 'Sponsor a child' campaign, which is being spearheaded by Archbishop Desmond Tutu, encourages Londoners to become regular sponsors and help children in developing countries build a better future for themselves and their communities.
Three outdoor executions will be used to reach the target audience during their daily commute: cross-track projection on the Tube at Euston Station, which was offered by CBS free of charge; Tube car panels; and six-sheet posters at key shopping centres including Brent Cross and Bluewater.
The campaign will also run on TV and radio, as well as in London newspapers.
Media planning and buying for the activity, which begins on Monday, has been handled by Zed Media.
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