Mobile commerce app PowaTag will enable viewers watching a new interactive TV advert by Christian Aid launched this week to donate immediately in seconds using their smartphone.

The advert comes during Christian Aid Week, the charitys annual fundraising drive, and aims to encourage people to download the app and make either a one-off or regular donation.

It works in conjunction with the PowaTag app by sending out an inaubible signal to smartphones with the app, enabling them to make a secure donation in a matter of seconds by simply activating the app, choosing the amount to give and tapping to confirm.

Powa Technologies has also pledged to match funding for the first £10,000 donated via the app, and all of Christian Aid Weeks operational costs for using the system will be re-donated to the charity.

“PowaTag has made waves in the retail sector for its ability to enable instant purchasing, but our technology also has huge potential to help people support the vital work of organisations like Christian Aid,” said Dan Wagner, founder and CEO of Powa Technologies. “62 per cent of people in the UK now have a smartphone, and most have them close at hand when watching TV, so mobile is the perfect channel to reach an audience of millions.”

“We may be marking our 70th anniversary this year, but like all charities we need to move with the times and embrace new technologies in order to make it easier for people with busy lives to donate at a time convenient to them,” said Eleanor Ledesma, head of Christian Aid Week. “PowaTag has great potential for the charity sector and we are delighted to be able to broadcast a world first with this innovative new advert.”