TV4 Group and Hope for Africa's Horn

The countries that make up the Horn of Africa are experiencing some of the worst drought in 60 years. So in cooperation with UNICEF, Save the Children and the Red Cross, the TV4 Group is launching a fund-raising drive, Hopp för Afrikas horn (Hope for Africa's Horn) to provide support for children in the region. The drive will start July 23.

Morning magazine program Nyhetsmorgon will carry the heart of the campaign, with a week of programming addressing the catastrophe and with special guests in the studio. A news team will also be sent to the region to report on what is happening and help draw attention to the problem.

"It's natural for us to do all we can to help the organizations collect as much money as possible," says Elisabet Heimbürger, branding and CSR manager at the TV4 Group. "We want to help inform and explain about the catastrophe so that as many as possible can participate and make donations."

Hopp för Afrikas horn will also be shown on TV trailers on a number of TV4 channels, on tv4.se and during programs.

The campaign will start on July 23 during Nyhetsmorgon and the money collected will be divided equally among the three charity organizations.