World Jewish Relief has launched a 24-hour social media campaign in response to the Black Friday sales.

The charity is using its Facebook and Twitter sites to share positive stories of people fighting against deprivation and tragedy.

The campaign, called #LackFriday, will highlight Jewish families in Ukraine “whose lives have been destroyed by the fighting in the east of the country”, the charity said.

“Social media users will also visit Sierra Leone to meet Emmanuel who beat Ebola and Mucyo from Rwanda who's rebuilding his life following the genocide.”

The campaign is encouraging social media users “to make someone smile” by posting an amusing photo of themselves and tagging three people with the hashtag #LackFriday.

Richard Verber, Communications and Campaigns Manager at World Jewish Relief said: "We want to challenge people's thinking on Black Friday.

“The campaign is fun, positive and upbeat - our photos are powerful but don't portray anyone as helpless.

“We want to showcase the amazing difference our supporters have made and continue to make all around the world."