A social media campaign aimed at raising funds to support Alder Hey Hospital’s 7 in 10 Children’s Mental Health Appeal has attracted celebrity attention, with model Christine McGuinness going #BlueForOli on her Instagram story.

The 7 in 10 Appeal was introduced in order to raise money to change and improve mental health services for children. Accustomed to famous faces, the appeal was launched by Shirley Ballas, judge of BBC’s Strictly Come Dancing. It was initiated in response to findings that seven out of 10 young people who deal with mental health problems do not receive the required interventions at a young enough age.

Alder Hey’s digital agency, Hitsearch, has incorporated the charity’s beloved blue mascot, Oli the elephant, into a variety of Facebook profile frames and Instagram Gifs in the hope social media users will use them to spread the word about the campaign and boost donations.

People are encouraged to post pictures of themselves dressed in blue with the hashtag #BlueForOli, before donating and tagging five friends. Christine McGuinness, star of Housewives of Cheshire, endorsed the appeal by dressing up in an all blue outfit and encouraged her 500000 Instagram followers to do the same.

Discussing the initiative behind the campaign, Fiona Ashcroft, CEO of Alder Hey, said: “By joining the #BlueForOli campaign, people will be raising awareness and the much-needed funds to create a safe place for children to receive care.” She continued to thank people for the ongoing donations and encouraged people to continue going #BlueForOli.”

Donations from the campaign will go towards inpatient and community mental health services at Alder Hey Hospital and will allow more children to get the appropriate support as and when required.

Text BLUEFOROLI to 70085 to donate £5. Texts cost £5 plus one standard rate message.