On Monday September 27, 2010, Camila Batmanghelidjh – also known as ’Britain’s most colourful charity leader’ – will be challenging the nation to light up a virtual brain for the children’s charity Kids Company.

The groundbreaking socially networkable campaign, which is supported by celebrities like Dame Helen Mirren, Stephen Fry, Ruby Wax, Rowan Atkinson, Sam Taylor-Wood, Richard Branson and Jon Snow. The aim is to raise £5 million in one million seconds to provide support that will help disturbed and vulnerable children across the world. Children whose drug addicted parents like to use a loaded gun to wake them up. Kids Company provides vital refuge for these children and develops pioneering therapeutic treatments.

Kids Company has created an astonishing online virtual brain comprising one million neurons and the competition is on to see who can light up the largest cluster of neurons in the fastest possible time. The virtual brain harnesses the power of social media and social networks in a unique way. Supporters go online and light up a neuron for £5 and are then encouraged to ask everyone within their own social networks to do the same. The neurons connect together to form clusters that grow and grow.

On Monday 27 September 2010, Camila Batmanghelidjh, the inspirational founder of charity Kids Company will be formally challenging the nation to light up one million neurons in just one million seconds for its most ambitious fundraising campaign to date, Kids Company’s Peace of Mind. The idea is to create a highly competitive environment where individuals, celebrities, radio broadcasters, media groups and corporations pit against each other to grow their clusters fastest and help light up the entire brain in one million seconds, equivalent to 11.57 days. The campaign formally launches at 06:00 on Monday 27 September and aims to light up the brain by 19:40 on Thursday 7 October.

For more info, visit www.kidspeaceofmind.org.

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