British singer/songwriter James Bay has announced the launch of his new charitable campaign, I Believe in Us, in partnership with War Child, which aims to raise funds and awareness for various charities around the world.

The Wild Love hitmaker announced on Instagram 'As part of the #ElectricLightTour I wanted to help spread the love beyond the shows. The first merch item for this campaign has been designed with @warchilduk, to promote the important work they're doing for children and young people around the world'.