Actress Jessica Hynes and soul singer Mica Paris are urging British mothers to buy Fairtrade cotton clothes for their children.
The stars are hoping to benefit the world's poorest farmers in West Africa and India, whose livelihoods rely on the growth of the fibre.
The Take a Step in 2012 campaign is aiming to boost the sales of Fairtrade cotton school uniforms for the start of the new academic year in September (12).
The Shaun of the Dead star says, "At the end of the day, I am a mother who wants mothers the world over to realise the same dreams for their children as mine. If that means choosing a Fairtrade cotton school uniform then that's a small way for me to help the women who grew the cotton have enough money to send their own children to school."
An increase in the sale of Fairtrade clothing will mean poverty-stricken farmers benefit from schools, books, clean drinking water and health clinics.