Aid charity World Jewish Relief is launching a social media campaign today asking the public to help vulnerable Jews living in dire conditions.

#LackFriday is timed to coincide with the run-up to Black Friday, the last Friday in November when shops offer customers discounts on a variety of goods and products.

While shoppers are splashing out, WJR is urging them also to donate £5 to Jews in Ukraine, Moldova, Georgia and Belarus who lack the most basic life essentials.

The money will go to provide food, to help with winter fuel costs or pay for a visit for a homecare worker

"We want to challenge people's thinking on Black Friday. While taking advantage of the sales in the UK, shoppers can also support people who lack the most basic things in life,” said Richard Verber, WJR's head of external affairs.

“This week’s Torah portion is Vayera and demonstrates the Jewish trait of gemillat chasadim – acts of kindness – as 99-year-old Abraham rushes out of his tent in the heat of the day to welcome strangers and offer them food and drink. Through #LackFriday, World Jewish Relief is offering its supporters the chance to perform another act of kindness by supporting people in the need around the world."

To donate £5, text LACK to 70500.