To raise awareness of World Jewish Relief's Operation Winter Survival campaign for Jews in Eastern Europe, community members will experience a warm feeling over the coming weeks.
For the charity is sending a scarf nicknamed Woolly around the country with recipients asked to pass it on to family and friends.
WJR president Henry Grunwald set the ball rolling by donning the red knitted scarf and the hope is that it will reach supporters in London, Manchester, Leeds and Glasgow. Its final destination will be within the former Soviet Union, as part of the charity's target of collecting 10,000 winter items before December.
Recipients will be encouraged to let WJR know "Where's Woolly?" by posting a photo of themselves with the scarf plus a message of support on its website.
WJR chief executive Paul Anticoni said: "'Where's Woolly?' is a fun and interactive way of engaging the community. We hope that with the help of the wandering scarf, people will donate winter goods before December."