One Million Seconds to Light Up One Million Neurons for Kids Company

11.57 Days and Counting

LONDON, September 27, 2010 - Camila Batmanghelidjh, the inspirational founder of Kids Company, the
charity that supports neglected, traumatised and abused children, today
challenges the nation to light up one million neurons in just one million
seconds for its most ambitious fundraising campaign to date, Kids Company's
Peace of Mind. Kids Company has created an astonishing online virtual brain
(www.kidspeaceofmind.org/) comprising one million neurons that
harnesses social media and social networks in a unique way. The competition
is on to see who can light up the largest cluster of neurons in the fastest
possible time.

The campaign has already attracted stellar support with the likes of
Stephen Fry, Ruby Wax, Rowan Atkinson and Richard Branson. Supporters go
online and light up a neuron for GBP5 and are then encouraged to ask everyone
within their own social networks to do the same. The neurons connect together
to form clusters that grow and grow.

The idea is to create a highly competitive environment where individuals,
celebrities, radio broadcasters, media groups and corporations pit against
each other to grow their clusters fastest and help light up the entire brain
in one million seconds, equivalent to 11.57 days. The campaign formally
launches at 06:00 on Monday 27 September and aims to light up the brain by
19:40 on Thursday 7 October.

Camila Batmanghelidjh, chief executive of Kids Company, says, "This is
one of the most exciting fundraising campaigns we've undertaken. Driven
virally via social media and networks, we hope our neurons will be snapped up
from New Cross to New York. With such a limited number of neurons available
we believe it's quite possible the entire brain will light up even before the
million second target. Every neuron brings us closer to transforming the
lives of vulnerable children everywhere."

The aim of Kid's Company Peace of Mind campaign is to find out, through
neuroscientific research, exactly how children's brains are damaged by abuse,
neglect and trauma; and develop therapies that will help repair this damage
and reduce crime and violence and their attendant social and financial costs.

To donate (and join Camila's group) text kidspeace to 70700 or go to the
brain www.kidspeaceofmind.org.

Full release (www.salixconsulting.com/)

For further information please contact Sian Thomas, Salix Consulting,
sian.thomas@salixconsulting.com, +44(0)20-8675-4779.

For further information please contact Sian Thomas, Salix Consulting, sian.thomas at salixconsulting.com, +44(0)20-8675-4779.