PayPal, the online payment system, is launching a digital ad campaign to attract more customers to its person-to-person money transfer service. It will target men's magazine websites such as FHM, Nuts and Zoo.

The viral campaign called "I'm not a charity" includes email, a microsite and online ads developed by Tullo Marshall Warren (TMW). The ads take a comic approach with headlines such as "£10 means nothing to you, but it could mean the world to little John".

The ads will feature in men's magazine sites and also target younger audiences with emails, encouraging recipients to send funny customized appeals to their indebted friends for a repayment.

The email receivers can upload their images and develop their own campaign addressed to their indebted friend. The online ads are in the form of a poster pasted on a tattered cardboard with bold graphics.