British Red Cross will be the first charity to run an interactive TV ad on Channel 4's digital channels.
The launch of the ad follows a trial interactive TV campaign that the charity ran across the Sky network to coincide with Red Cross Week in May.
Viewers watching Channel 4 programmes through their Sky TV service will be able to donate money to the Red Cross using their remote controls.
The charity was approached by Channel 4 with a really good deal, said spokeswoman Sophie Ogden.
The ad will be shown throughout November and terrestrial viewers can call to donate.
