It will air this Saturday (23 June) and features the Irish popstars Jedward and the former EastEnders actors Joe Swash and Nicola Stapleton, who compete to make the biggest difference to a regeneration project.
The deal to create the programme was negotiated by P&G, its media agency, ZenithOptimedia, and Channel 5. The show and its P&G-branded idents were produced by ITN Productions.
Since March, the P&G Capital Clean Up ad campaign, by Leo Burnett, has encouraged people to take part in more than 20 clean-up events across the capital as part of a partnership with the Mayor of London, Boris Johnson.
The programme is presented by Melinda Messenger and her fellow Cowboy Builders presenter, John Russell, and shows volunteers turning a derelict site into a children's learning centre.
This article was first published on campaignlive.co.uk
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