Each week a different multi-millionaire searches for people whose lives he or she can change for the better. Each of our modern-day philanthropists must guarantee to give away thousands of pounds of their own money. For ten days, the millionaires leave their wealthy lifestyle behind and go undercover to live in some of the UK’s toughest areas. They conceal their true identities and immerse themselves in communities with the aim of finding those people that they think deserve their help. On the last day of their visit, they reveal their secret and write their cheques.
Forty-year-old celebrity hairdresser Adee Phelan shot to fame after giving David Beckham his iconic World Cup Mohican. A decade on, Adee has his own international product range, an exclusive salon in Covent Garden complete with A-list clientele, and another multi-million-pound project underway.
When Ivan Massow started work as a 17-year-old insurance clerk, he spotted a gap in the gay market. It has made him a multi-millionaire. Ivan goes undercover in Edinburgh's Pilton Estate.
Inventor Edward Douglas-Miller had a privileged start in life but suffered tragedy when one of his daughters died at two days old. Undercover in Norwich, he meets people overcoming trauma.
Lee Stafford, one of Britain's most successful celebrity hairdressers, goes undercover in Salford, where his experiences help him come to terms with his mother's cancer and his brother's brain damage.
Dr Chai Patel used to own the Priory Clinic, the centre often associated with celebrity rehab. Chai goes undercover as a doctor in Sheffield, to help people at the opposite end of society.
Mike Greene is a self-made millionaire who attributes his success to starting work at the age of seven. He returns to his home town, Peterborough, to see if he can change other young lives.
Charles Allen has been Chief Executive of ITV and Chair of EMI; he's on the board of Tesco and Virgin Media, and the Olympic Committee for 2012. He goes undercover in Leeds.