British Airways (BA) has launched a new charity partnership with Comic Relief, marking the end of a 16-year affiliation with UNICEF.
To celebrate the new charity partnership, called Flying Start, BA unveiled a plane with the slogan painted on its fuselage.
BA said it hopes to raise £8 million for Comic Relief by 2013.
Willie Walsh, BA's CEO, said it would raise funds in the air, on the ground and online. "Our partnership with Comic Relief will bring new help and support to underprivileged children in the UK and around the world.
"We have a great tradition of giving and, with our customers and our people, we will raise much needed funds."
The airline raised more than £27 million under the Change for Good campaign with UNICEF.
A spokesperson for BA said: "Over the years we have had hundreds of requests from charities asking for our help and after 16 years with UNICEF we believed the time was right to carry out a review of our corporate charity.
"We had a very successful relationship with UNICEF through the Change for Good programme... but we felt it was the right time to move on."
The airline currently supports more than 80 community and conservation charities worldwide. Last year BA donated more than £5 million to charitable causes, through customer and other donations.