Red Nose Day goes to China
Comic Relief has expanded to China, with the first Red Nose Day taking place in the vast country today (1st June).
A three hour pilot show was shown on online service YouKu featuring "many of the top artists in China including some familiar faces from the UK".
The programme was hosted by Wang Nima (pictured), one of the biggest celebrities in China. His programme The Big Show with Nima attracts an average audience of over 40 million people per episode.
Comic Relief comments: "Not only the first time that the concept will be taken to China but also the first time that the fundraising format will be digitally led and delivered online, rather than by working with a traditional broadcast partner."
Comic Relief was launched in Britain in 1985, with the first Red Nose Day in 1988. It has run every two years since. The format also now operates in Finland, Germany, Belgium and Iceland. Meanwhile the second Red Nose Day USA, which aired last year, raised $35 million to help children living in poverty.
Amanda Horton-Mastin, International Campaign Director at Comic Relief, says: "Millions of people continue to live incredibly tough lives and we therefore need to work with many partners, and engage people living around the world, to help us to fight poverty and inequality.
"Comic Relief's unique combination of comedy and entertainment with fundraising has proved highly effective and has enabled us to fund some really incredible work that helps some of the world's poorest people. Our new partnership with Baozou will enable us to pilot Red Nose Day in one of the world's fastest growing markets, and to trial an internet-led approach to the format which reflects our commitment to innovation and embracing the digital revolution."
The Chinese version of the charity drive features many similar elements to the original, with red noses on offer at over 1,000 stores across Beijing, Shanghai and online at Tmall. There is even a digital nose available through streaming website Douyu.com.
Stars are also raising awareness by carrying out stunts. Comic Relief explains: "Presenter Mr Captain put himself through a gruelling 3,000km cycle from Beijing to Shenzhen in order to raise money and awareness for the cause. Professional gamer Misaya Wind will also be live streaming whilst gaming for 24 hours... on a treadmill!"
The charity adds: "With all of the above and the fantastic promotions taking place across China, we're sure it will be a great success!"