Prince Harry will join with other celebrities as he bares secrets on video to support a campaign for World AIDS Day.

The 30-year-old will share some of his worst fears and guilty pleasures as part of the #FeelNoShame campaign for the Sentebale charity he co-founded, which aims to raise awareness of the stigma and shame which prevents people with HIV from seeking support.

Celebrities including singers Nicole Scherzinger and Paloma Faith and former boxer Ricky Hatton are also taking part.

Prince Harry launched the campaign from the microsite FeelNoShame.Today and will release a video later this afternoon sharing his own secret.

He said: “Globally, HIV is the second highest cause of death amongst those aged between 10-19 years old, and it is the number one cause of death across Africa.

“One tragic issue in particular is the shame and stigma linked to HIV. This causes thousands of children to needlessly die each year because they’re keeping their illness a secret and not getting the medical attention they need. Together, we can tackle the stigma surrounding HIV and give the young people carrying it the childhood they deserve. The childhood so many of us take for granted.”

Cathy Ferrier, chief executive of Sentebale, said: “Too many children are not receiving the treatment and care they so desperately need due to the stigma attached to HIV.

“Today we will celebrate the sharing of secrets with #FeelNoShame, to help spread the word that eradicating the stigma surrounding HIV will help save the lives of many HIV-positive children.”

Prince Harry co-founded Sentebale in 2006 with Prince Seeiso of Lesotho. The charity provides accommodation, food, access to medication and education for children in Lesotho – preventing the virus from spreading – as well as support to help them tackle the stigma of HIV.