A campaign aiming to raise awareness and much needed funds for the 2 million people displaced in Pakistan’s Swat Valley has been launched by the Pakistan cricket team.

The winners of the Twenty20 World Cup joined campaigners from Bradford to launch Fast4Swat at Trent Bridge ahead of the team's match against South Africa.

All-rounder Shahid Afridi said: "The Fast4swat campaign is a fantastic initiative.

"Not only does it raise awareness for the people of Swat but also the much needed funds urgently needed, I hope everyone will get behind this brilliant idea."

Fast4Swat organiser Anjum Tahirkheli said: "The terrible crisis in northern Pakistan and the millions of uprooted people need help urgently.

"Our campaign and the www.Fast4Swat.org web site are a way for concerned Britons to help ease the worst effects of the ongoing humanitarian crisis in Pakistan."

The UN refugee agency (UNHCR) has been selected by the organisers as the main beneficiary of the Fast4Swat campaign, which aims to help boost supplies for the desperate people uprooted by the recent fighting in northern Pakistan.

"UNHCR is on the ground in northern Pakistan, working through its vast network of staff and carefully selected partner agencies to help people affected by the humanitarian crisis," said Tahirkheli.

"We wanted to work with an agency with grassroots access and sound principles."

Participants in the Fast4Swat campaign may choose to give up some food or another item for a day said organisers.

This could be fasting or not eating chocolate, not playing computer games or giving up coffee, for example, or simply contributing to the humanitarian effort by channelling funds to UNHCR's relief operation.