Singer, songwriter and musician Robbie Williams was introduced to UNICEF UK by the late Ian Dury, himself a UNICEF Special Representative in 1998, when they travelled together to Sri Lanka to see UNICEF's work.
In 2001, Robbie became a UNICEF UK Ambassador and has continued to be a passionate supporter ever since visiting UNICEF's work on HIV and AIDS in Mozambique and South Africa, and fronting UNICEF's Unite for Children, Unite against AIDS campaign.
Robbie is also the mastermind behind Soccer Aid. These football matches feature two teams of celebrities and football legends: England vs. The Rest of the World. They have raised millions of pounds to support UNICEF projects for children around the world.
In the aftermath of the earthquake in 2010 Robbie travelled to Haiti to see UNICEF's work and to make an appeal film for vital funds. In 2012, Robbie travelled to Mexico City to make a short film for Soccer Aid 4 on how UNICEF is working with vulnerable children living in slums and on the streets.
Robbie returned to Soccer Aid in 2014 for its fifth edition as the coach for the England team. The match proved to be the most successful so far, raising over £5.3 million in aid of children around the world.