The campaign has been produced in association with the Department for Education and Skills and aims to increase awareness of bullying. Radio 1 has also dedicated part of its website to the cause and allowed visitors to order their own wristband.

The intention of wearing the band is to show that children are determined to 'beat bullying' and support friends who are being targeted. Celebrities including stars including Arsenal striker Thierry Henry, double Olympic gold medal winner Kelly Holmes, England and Manchester United defender Rio Ferdinand and Bono from rock band U2 have all joined the campaign.

Schools Minister Stephen Twigg said, 'There has been an overwhelming response to the beat bullying campaign. over 100,000 wristbands were ordered on the first day alone, and to date over 450,000 have been requested.'

BBC Radio 1 DJ Emma B, who hosts a late night talk show on Sunday nights which deals with listeners issues, said, 'We are stunned by how popular the bands are.'

The Department for Education and Skills also promoted the wristbands through an information film with celebrities reading lines from a poem written by a victim of bullying for broadcast on national television to show young people that they are not alone if they are being bullied and can get help.

Following the launch, BTC Group received a number of enquiries from sports organisations and charities interested in using this latest fundraising idea. Account Manager Stephen Bass said, 'It was a real challenge to produce this amount of wristbands within demanding lead-times and we were delighted to be associated with such a fantastic campaign.'

For further information, contact BTC Group's sales team on 0208 569 2250 or visit the website at www.btcgroup.co.uk.

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