The St Vincent de Paul Society has launched a fresh twist on its traditional Christmas appeal in a new social campaign via M&C Saatchi.

The Vinnies ‘Give A Leg Up’ Christmas Campaign invites Australians to simply remove a leg from their Christmas turkey and share it with #GiveALegUp. For every photo shared on Christmas Day, a charitable donation is enacted to the Vinnies Christmas Appeal.

As a new collaboration with Vinnies the campaign brings fellow M&C Saatchi client Steggles on board, with the leading poultry brand making a charitable donation for every Facebook, Instagram and Twitter post that uses #GiveALegUp.

My Kitchen Rules 2015 winners Will and Steve – ‘The Gourmet Pommies’ – are also involved, having created three recipes to inspire Christmas turkey creations.

In addition, a select group of New South Wales butchers have entered into the spirit preparing one-legged turkeys and selling the other leg for a $5 donation to the appeal.

Those not predisposed to turkey can simply make a $5 donation by texting – ‘Give A Leg Up’ to 1999 2323.

Vinnies helps one in 18 Australians through some of their most difficult times and Christmas can be an especially challenging time for many.