Global Radio's London talk station LBC has announced Help a London Child will be its official charity.
LBC breakfast presenter Nick Ferrari will also become an ambassador for the charity, set up by Capital Radio in 1975.
Since then, it has raised £22 million for charity, giving money to over 12,000 grass roots projects.
LBC and Help a London Child are planning a series of events and challenges to encourage listeners to raise money, starting with a trek to Nepal next year.
Help a London Child’s Managing Director, Dalton Leong added: “I am thrilled that Nick has agreed to become one of our Ambassadors. To have someone of his substantial experience and influence representing us is an exciting step forward.”
The 10 day sponsored trek to Nepal takes place from 24th March to 3rd April 2011 and will take trekkers through the Annapurna mountain range, famous for its awe-inspiring views of the Himalayas, to Kathmandu. There is a minimum fundraising target of £2,995 and a non-refundable registration fee of £250 per person.