David Beckham has launched an initiative with UNICEF to raise "millions" for vulnerable children around the world.
The former footballer - who has kids Brooklyn, 15, Romeo, 12, Cruz, nine, and three-year-old Harper with wife Victoria Beckham - admitted he wanted his own children to be "proud" of him as he announced the new project, entitled 7: The David Beckham UNICEF Fund, named after the number he wore on his England shirt.
Speaking at the launch in central London today (09.02.15), he said: "I've been a Goodwill Ambassador for 10 years now and I feel so honoured to be part of UNICEF's amazing work for children.
"Today, the need to help children has never been greater and since retiring I have more time and I want to do so much more. That's why I am setting up this new fund with UNICEF.
"7 represents my ongoing commitment to helping children who need it most around the world.
"This is me stepping up my support - because I can, because I want to, because the outcome will help change the lives of millions of children.
"Everything I have done, my football career, my family, has led to this point - this is the moment for me to do what I can to help children in every corner of the world. This is something I want my own children to be proud of."
The 39-year-old star is planning to put on several fundraising events in a bid to raise much-needed money to help improve and save the lives of disadvantaged youngsters across the globe.
He added: "Over the coming years I am going to work with UNICEF to raise millions and speak out for children all over the world.
"I am planning numerous fundraising initiatives and I also hope to travel much more - meeting children, UNICEF staff and world leaders to help raise awareness and increase the pace of change.
"There are some very exciting plans ahead and I am so proud to be part of this."
Paloma Escudero, from UNICEF's Global Management Team, added: "David has raised awareness of major dangers facing children - including malnutrition, Ebola and AIDS - and has travelled with UNICEF to Sierra Leone, South Africa, Thailand and most recently the Philippines, where he helped raise vital funds for children affected by Typhoon Haiyan.
"Through 7: The David Beckham UNICEF Fund, we can act together to drive positive change for children."