"I'm not a charity" campaign created by direct and digital agency Tullo Marshall Warren is now being introduced by PayPal online payment processor in its quest for gaining popularity with the youth. The project allows young people to email their own tongue-in-cheek charity-style appeal to friends who owe them money.

Potential customers are invited to microsite by online advertising placed on some key sites targeting a younger audience such as FHM, Nuts and Zoo. There at the microsite youngsters can make up their own charity appeal email with a tinge of humor which is very pertinent in light of sensitive subject of asking friends to give back the money they owe.

By means of a template of a poster pasted on torn up cardboard young customers can insert their own photograph and copy, for example: "£10 means nothing to you, but it could mean the world to little John". Then they are able to make a preview of the message that looks like appearing on a mock poster, press ad, billboard and bus side ad before emailing it to their friend as a light-hearted way of reminding them to pay back the money owed. The service is also available via PayPal's person-to-person money transfer service.