The National Trust has launched a £1.2 million fundraising appeal to try to secure the long-term future of the world famous White Cliffs of Dover in Kent. The charity, which owns most of the stretch of coastline, aims to ensure public access to the whole length of the White Cliffs, and to help improve its habitat for wildlife.
This is the charity's biggest fundraising campaign for a coastal project to date.
If the appeal is successful it will secure the remaining section of just under one mile which overlooks the port of Dover and giving the charity control over nearly five miles between its visitor centre and South Foreland Lighthouse. It acquired its first stretch of land on this part of the coastline in 1968.
Across England, Wales and Northern Ireland the Trust looks after more than 720 miles of coastline.
Fiona Reynolds, Director General of the National Trust, described the appeal as "a once in a lifetime opportunity to secure [the Cliffs'] future for everyone to enjoy."
If the appeal failed then "this stretch of coastline might one day be disrupted by inappropriate management or development."
The online element of the appeal invites people to "donate and carve yourself into the virtual cliffs", using the pixel advertising method popularised by Alex Tew and his milliondollarhomepage.com.
The Twitter hashtag #whitecliffs will be used on twitter to keep people updated about the progress of the appeal.