Helena Bonham Carter Voices Save the Children PSA

Calling attention to the sad truth 8 million children under five needlessly die each year, Helena Bonham Carter, in a new Save the Children ad, intones, "We are all born to dream, born to achieve, born to discover. Some are born to be the fastest, the greatest, or simply the bestest. But while some are born to grow old and wise, many more will never grow up at all".

Created by Adam & Eve, the :60 contains images of David Beckham, Nelson Mandela, Albert Einstein, Usain Bolt, Muhammad Ali and others which children in Lindi, Tanzania see as projections.

The ad launched last week in England on Channel 4 and included a homepage takeover on YouTube and a microsite.

Adam & Eve Founding Partner James Murphy said, "The TV execution is the first phase of a campaign across the next year designed to enrage and then engage the nation. We are proud to be working with such a great charity on such an important cause."