Aid agencies have launched a joint appeal to raise money for the millions of people facing starvation in East Africa.
The DEC East Africa Crisis Appeal is launching today and will be shown on all major UK Broadcasters including BBC, ITV, Channel 4, Channel 5 and Sky.
The government said it will match the first £5m donated by the public.
The Disasters Emergency Committee says at least 16 million people in Somalia, Kenya, Ethiopia and South Sudan need food, water and medical treatment.
"In 2017, we face an unprecedented challenge with millions of people stalked by the scourge of starvation".
A combination of civil war and an economic collapse have been blamed.
Somalian President Mohamed Abdullahi "Farmajo" Mohamed has declared too the drought as a national disaster.
There is also a severe drought in Somalia and Ethiopia.
Hunger on a massive scale is looming across East Africa.
Donations can be made at www.dec.org.uk or by calling 0370 60 60 610, with £25 providing a month's supply of life-saving peanut paste to a malnourished child, £60 could provide clean drinking water for two families for a month while £100 could provide supplies to a clinic treating severely malnourished children for a week.
"Without urgent treatment, they are at risk of starving to death", he said.
DEC chief executive Saleh Saeed said: "We are hearing that families are so desperate for food that they are resorting to eating leaves to survive".
International Development Secretary Priti Patel said: "Britain has acted without hesitation - United Kingdom aid funded food, water and emergency healthcare is being delivered across East Africa right now, but more support is urgently needed to prevent a catastrophe".
"The worldwide community must now follow Global Britain's lead to save lives and stop the starvation before it becomes a stain on our collective conscience". This is something no family should have to endure.
"The world can not afford to wait", she said.
"Unless we act now the number of deaths will drastically increase".