UNICEF’s upcoming campaign will coincide with the release of Paddington 2, which will be released in U.K. cinemas this November.

GLOBAL–Vivendi has revealed a long-term partnership with UNICEF to promote the rights of children throughout the world with the help of Paddington.

The new partnership will see Paddington both become a champion for children as well as further UNICEF’s goal to promote children’s rights across the globe.

The first activations for the partnership will take place in the U.K., U.S. and Europe and are scheduled to coincide with the upcoming release of Paddington 2, which is set to hit U.K. theaters this November, and the 60th anniversary of the first Paddington book, which will be celebrated in 2018.

In the U.K., Paddington and his story will be featured prominently in UNICEF U.K.’s OutRight campaign, which will aim to teach children throughout the U.K. about their own rights and become empowered to speak out in support of all children.

“We are hugely proud that UNICEF has chosen Paddington as a champion for its campaign to promote the rights of children all around the globe,” says Simon Gillham, member, Vivendi Management Board. “Paddington is the perfect example of tolerance, love and openness to other cultures, from Peru to the rest of the world.”

Additional activations in the U.S. and Europe will be announced in the coming months.

“We are living in a time when millions of children around the world are being forced to leave their homes, and to put their trust in the kindness of strangers,” says Lily Caprani, deputy executive director, UNICEF U.K. “As such, it seems especially appropriate and welcome to be working with a partner like Vivendi, and to have a champion like Paddington, whose own story of leaving Darkest Peru and finding a new family and home in a strange country, resonates as strongly and freshly today, as it did when it was first published. With the help of partners like Vivendi and Paddington, we will be able to make sure that millions more people hear about children’s rights, and with their support, build a world in which every child, wherever they are, knows that there will be people like Mr. and Mrs. Brown, to keep them happy, healthy and safe.”