Roger meets the children of a school in El Salvador during a UNICEF goodwill tour of the country

"Roger constantly comes up with ideas, and if he sees something or a campaign which he feels passionately about, then he'll get fully behind it", added Gordon Glick.

"His wife Kristina is equally committed to UNICEF and is inseparable from Roger.

If for instance, Roger is speaking at a function, or sitting on a table, Kristina will be on the other side working just as hard. If Roger and Kristina are at a conference or just meet someone on their travels, chances are I'll get an e-mail from that person asking how they can help - that's the level of Roger and Kristina's input and involvement. And it doesn't matter who you might be - a doorman, a taxi driver or whatever - Roger will stop and spend a minute talking, making that person feel very special. It really impacts on people's lives, and for us to have Roger doing it for UNICEF is so important".

"Individuals always like to rub shoulders with celebrities. And so, you can appreciate how attractive a proposition it is for the managing director of a bank or financial institution, when we invite them to come out and see UNICEF's work and spend four or five days with Roger Moore. You'd be surprised just how quick they take up those invitations Roger is so good at taking a brief too. If we say the purpose of a trip is to achieve 'X' then I guarantee by the end of that visit we will have 'X'. One thing Roger will not do is participate in something that doesn't have a tangible aim. He takes a brief, and delivers". Roger does receive a payment from UNICEF each year for his work: the princely sum of $1. As a goodwill ambassador he is able to hold a diplomatic passport and move more freely in troubled areas of the world. His only real reward is by far the most valuable to him - the opportunity to see the funds raised at work, and children's lives saved and improved - a richness above mere money itself".

Continued Glick:

"In London, Roger will attend special events where influential people are present and he will talk to them about his work and UNICEF. Act Now Kosovo was a fundraising gala which Roger attended and spoke at. Ralph Fiennes was in the audience and he cites that event with Roger, where Roger spoke so passionately, as one of the reasons he became interested in UNICEF".

UNICEF divides the problems of mother's and children into two groups: the silent emergency, which is there all the time - malnutrition, lack of safe drinking water, bad sanitation, childhood diseases which can be prevented with immunization; and the loud emergency - civil wars that go on all the time. Its funds are always being stretched, because there is always an emergency to cope with.

Roger is quick to point out that, despite the fact that UNICEF is the world's largest children's charity, with a formidable staff, most of the money raised goes directly to the children .Eleven per cent of every dollar or pound raised goes in administration, and the other eighty-nine per cent goes to the children. I've been fortunate, and sometimes unfortunate, enough to see some of the things where the money goes to, and that is very rewarding. Roger's passion is unquestionable, and has helped raise vast amounts of money - even when he isn't actually on an fund-raising tour, as he recalled:

"I was at an awards dinner in 1995, and was asked if I'd like to talk for three minutes on UNICEF. I hadn't planned anything, but just talked about a hospital. A hospital where there was a child without any limbs, rocking backwards and forwards. It moved and upset me! I got up and a man came across and said 'Here's $100, it's all I've got, but I'll get more'. In twenty minutes, they raised $50.000 in that room".

Gordon Glick offered a similar anecdote:

"At a recent dinner I attended with him in Vienna, Roger worked the room and got a commitment from every person. Many said they didn't have their wallets, and so Roger asked them to write down a sum on a business card - and he later followed it through. He knows where the money goes and how it is spent and so has no shame in asking for donations".
Roger remains aware that just as important as his work for UNICEF is his position as a well-known and popular movie star.

"I have to do the odd job in between UNICEF engagements to keep the name alive. One serves the other. In one's position as a spokesman, its very difficult to play a villain where children may be involved. I do get sent quite a lot of scripts, but throw the majority across the floor as they contain heavy swearing, nudity and sex, and it isn't for me! So I have to be quite selective and careful. I'd like to carry on working for UNICEF as long as I'm useful to them. I'd hate ever to be a burden. I've been very lucky".

"Of course, Roger balances the serious side of his work with his famous sense of humour, added Gordon Glick with a wry smile, and he constantly looks for the humour and fun in situations. He's great fun to travel with - whether it be flying or on donkey back as we did in the Atlas Mountains.
But is there anything that the ordinary man or woman in the street, who does not have $100 notes to offer, can do to help UNICEF? There certainly is, as Roger suggests: Buy UNICEF greetings cards and gifts. Check out UNICEF web sites and see what local committees are doing. If we all do something, we can remain optimistic. UNICEF.org

There is a perception that UNICEF is perhaps only interested in the million-dollar donations. True, they are important, but Gordon Glick emphasizes just how important the small donations are too: "Every penny counts whether it be a few loose coins, a £5 donation or the odd foreign currency note as the Change for Good campaign shows so well. You can give a child a life-saving vaccination for 15p, so really, the pennies are equally important as the pounds. Look at the web site, find out more and realize every penny does count".