TV presenter Noel Edmonds yesterday urged businesses to back a new Samaritans campaign aimed at promoting positivity in the workplace.

The Deal or No Deal host is the latest in a string of celebrities to support 'Feel Good Friday', the charity's latest annual initiative.

Organisers hope to raise £3 million by encouraging employers to stage "feel good challenges" and Comic Relief-style fundraisers – such as impromptu musical performances – in the office.

Thousands of businesses across the UK are expected to take part in the annual event, which takes place today.

But speaking from his home near Bristol, Noel appealed for more companies to donate.

He said: "The Samaritans is a fantastic charity that helps so many people, and I'm very pleased to be involved.

"Feel Good Friday is all about fun and positivity in the workplace, and I would urge all local businesses to do whatever they can to get involved and donate.

"Have a sing-along at work, wear slippers to the office, or just do the rounds with a collection tin – whatever you do, remember that every penny counts."

The charity, which provides around-the-clock emotional support, said the money raised from Feel Good Friday will go "a long way" towards its annual operating costs.

Head of fundraising Chris Jarrett said: "We're delighted to have Noel on board, and we're very grateful for the support."