Katy Perry, Martin Luther King, the Jamaican bobsled team and many others join forces in this recent campaign. Give 0.7% is a new global initiative that encourages everyone to get behind the 0.7% foreign aid target by committing a tiny percentage of their time or income to making the world a better place.

The initiative launches with a film that lasts for 0.7% of one day - that’s just ten minutes and five seconds. It tells the story of the 0.7% aid target and the global efforts to end extreme poverty through the UN Millennium Development Goals initiative. Although the message is serious, this isn’t your average, heart wrenching charity video. The film uses culturally relevant and funny YouTube clips to explain why we should all Give 0.7%, whilst celebrating those who already do.