The scheme, #givingtuesday began yesterday (Sunday 27 November), will continue to the day it is named after, Tuesday (29 November), and has used TV advertising for the first time.
The initiative has gone has gone from strength to strength since its introduction in the US in 2014 and the Charities Aid Foundation, which runs the campaign in the UK, said last year, more than £6,000 a minute was given on #givingtuesday.
Creative agency WPN Chameleon was a founding partner of the initiative and the company donated its time to make the advert for free.
Most generous people on earth
Chairman of the agency John Watson said: “Pub customer are some of the most generous people on earth.
“Giving Tuesday is the perfect antidote to the consumer excesses of Black Friday.
“It’s a chance to give something back and for pubs and their customers to support the causes that are closest to their hearts.”
Downloadable materials to help pubs promote the campaign to their customer are available at www.givingtuesday.org.uk/downloads.
Regular feature in the festive calendar
Various organisations and people have got behind #givingtuesday including media house M.i, BT Sport and Sky which gave airtime while actor Martin Clunes donated his time to record the voice over and composer Guy Farley and his team gave the original music.
Charities Aid Foundation campaign leader Kim Roberts said: “Just like Black Friday, #givingtuesday has now established itself as a regular feature in the festive calendar in the UK.
“This year the extra TV advertising exposure will bring the movement to the attention of millions of people, who can then support the causes they love on Tuesday 29 November.”