Christian Aid will link with The Times Online to publicise its 'Buy a gift, help a village' Christmas campaign, which works across Africa, Asia and Latin America.

The campaign aims to encourage readers to buy virtual gifts for friends and relatives in exchange for a donation that will help build communities in the developing world.

A microsite created by Times Media allows users to view a list of items they can buy to give to the needy in Africa, including a herd of goats, 2,000 saplings, pigs and bicycles, and leave a comment stating why they have chosen their particular gift.

In addition, the 9 December issue of Times Magazine will include an editorial piece on how the money collected from the "Buy a gift, help a village" campaign will be used to build communities across the developing world.

Jeff Dale, head of marketing at Christian Aid, said: "We see the microsite as key, getting to the heart of the many tasks and items it takes to do the work we do for millions of people every year.

"It is encouraging to see ethical gifts becoming more and more popular in an increasingly consumer-oriented world."

Last year, the charity launched its first integrated direct mailing activity to coincide with Christian Aid Week, through above-the-line agency Campbell Doyle Dye.

Claire Myerscough, development director at Times Media, added: "Readers will see a follow up to the campaign in the paper, so will be assured that their donations are well-spent."