The Unicef campaign which allows donors to buy one of nearly 17 million colours has raised more than £85,000 in its first six weeks.

The Own a Colour standalone site, developed in conjunction with paint company Dulux, was launched last month with the backing of high-profile Unicef ambassadors including Jemima Khan and Duncan Bannatyne.

So far, just over 12,000 colours have been ‘purchased’ by donors, leaving 16.7 million still available for purchase in the lead-up to Christmas. Donors have flocked to pink colours in particular, with these hues accounting for 11 per cent of purchases thus far.

The campaign is not dissimilar to the 'Adopt a Word' initiative run by I Can which enables donors to 'own' a word for a year. 

Michael Newsome, director of fundraising at Unicef UK, said the charity is delighted with the fundraising total. “There are still 16,765,003 colours left and with Christmas approaching, I urge you to get onto www.ownacolour.com and show your support,” he said.

Colours have been purchased by donors from as far afield as Argentina and New Zealand.