Oxfam has become the first charity to use streaming video technology in an e-newsletter.
The email plays the video for 30 seconds before directing its 200,000 recipients to the 'Global Campaign for Education Week of Action' campaign website.
"The use of streamed video within email is a first for the charitable sector," said Tony White, Oxfam's e-marketing leader. "Oxfam has a history of marketing innovation and our deployment of smart digital technology allows us to engage our supporters and prompt the viral distribution of an important social message."
The video shows campaigning schoolchildren, celebrities and politicians supporting Oxfam's education campaign, which demanded more money for world education.
It is supported by text highlighting that Development Minister Hilary Benn has committed £12m to the initiative, which helps developing countries provide education for the world's poorest children.