Sir Sir Paul McCartney has helped kick off Everyone Matters Day's new campaign #IAM, a global initiative which aims to 'advocate for everyone's right to dignity and respect, and to be allowed to be who they are', by posting selfies on social media with what they want to proclaim.

McCartney, who's supported the project since its launch in 2012, has taken a selfie which bares the slogan 'I AM A SCOUSER'. Others who support the campaign include Ellen DeGeneres, George Clooney and Hugh Jackman.