The campaign aims to recruit 1,000 new child sponsors through a mix of testimonial advertorials from current sponsors, live presenter reads and Classic FM newsnight interviews.
FCBi London is also implementing direct mail activity aimed at existing World Vision supporters previously recruited through Classic FM. The aim is to encourage present donors to listen out for the campaign and take part in a variety of ways.
Dan Douglass, executive creative director at FCBi London, said: "This activity builds on the success of last year's tie up with Classic FM. Back then we recruited more than 500 child sponsors and we are now looking for another 1,000."
The week long campaign carries the strapline "make it a week to remember" and will feature in-depth reports and testimonials from current sponsors on the benefits of supporting a child.
Classic FM presenters will also promote the campaign throughout the week with one presenter, Nick Bailey, reporting from Vietnam on the difference his sponsorship has made over the past year.
"Key to building the campaign is our use of testimonials from last year's responders -- there is no more powerful trigger than word of mouth from our peers," Douglass said.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .