"There are 6.5 million children who are now in real desperate need."
Jemima Khan has kicked off what looks to be one of the biggest internet charity crazes since the Ice Bucket Challenge.
#WakeUpCall is in aid of Unicef and Jemima is imploring fellow celebrities and members of the general public to take selfies as soon as they wake up, share them via their social media and then donate to the campaign.
Over a decade and a half, Jemima's travelled to different areas throughout the world including a refugee camp in Pakistan, where she saw children acting much older than her own kids.
She recognises that her family are privileged and so now hopes to make a difference to the war and poverty-stricken areas around the globe.
Talking about a recent trip to a Syrian refugee camp in Jordan, she said on the Lorraine show that "the situation is very desperate.
"The child that captures my imagination is the one that is the same age as my child now, so when I was in Syria in Jordan in the refugee camp this time, there was this 17 year old boy.
"I have a 17 year old boy and a 15 year old boy now.
"This 17 year old boy - his greatest wish in life was to be able to go to school, but he was having to go to work to support his family.
"He was having to do this menial work, but he was desperate to become a civil engineer.
"He was this serious boy who doesn't watch TV, who was quite politicised and very gentle, but all he wanted was to be able to go to school and to be able to go to university.
"And I think about my kids and how I have to employ every tactic available to get them to do their homework, how lucky they are and how complacent they are about the immense privilege that they grow up in."
She chose to focus the #WakeUpCall campaign on Syria because she feels "we've been focusing on the military heavily and I want to put the humanitarian side back into the focus.
"There are 6.5 million children who are now in real desperate need."
Explaining how to get involved she's clarified you don't have to be nominated, but the regular process involves taking "a selfie when you've just woken up, post it on social media with the hashtag #WakeUpCall, donate money to Unicef and then nominate three other people."
Popular amongst other celebrities, Derren Brown, Claudia Winkleman, Stephen Fry and Jeremy Clarkson are just some of the big names involved.
But now some are criticising the famous faces for being 'narcissistic' or craving more exposure for their social media pages.
Jemima finds that unfair though: "People like Nigella Lawson - I had to beg her to do it, she doesn't do selfies, she just talks about cooking on Twitter.
"She said it was too cheesy and forced and I had to beg her to do it, so I feel really bad for them when everyone goes: 'Ugh, these celebrities just want to do this to get their face on social media.'"
So is this something for Syria, or something for the celebrities? When it all comes down to it, why do we really care? If we're doing a good thing and putting money towards helping people who without us would very likely lead miserable and short lives, why do we need to find a negative? It's a fantastic cause and a great idea to bring awareness to something that has slightly slipped from the public's glare.
In a world that's dominated with bad news and horrific goings-on, it's nice to see some people getting together and doing their best to make everything just a little bit better.
If you want to get involved and get behind #WakeUpCall, post your selfie on social media now, or if you're just not brave enough you can still donate by texting SYRIA to 70007, or by visiting http://www.wakeupcall.org.uk.
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