The Estate Of Sir Roger Moore is supporting new global initiative Own A Colour, launched in aid of UNICEF and powered by Dulux.
The campaign offers the public a chance to buy one of 16.77 million colours (the number visible on a computer screen spectrum) from the Own A Colour website. UNICEF Goodwill Ambassador Moore has named his shade Swedish Blue, and other supporters include Jemima Khan and Duncan Bannatyne.