It might seem an eccentric Christmas campaign, but it has favorably helped many Dalits in India for their day-to-day survival.

British families have helped send buffaloes to impoverished families in India by meeting Operation Mobilisation’s challenge to spend less at Christmas.

Initiated by an Edinburgh church and first launched by OM in 2008, the ‘Just Christmas’ campaign is said to be a great hit.

Several buffaloes had already been sent, says OM, following the recent launch of this year’s campaign.

The campaign encourages individuals, families and whole churches to rediscover the true spirit of Christmas by replacing gifts with practical acts of kindness and pooling the money that they save to bring joy and hope to a poor family.

This year’s campaign focus is to send buffaloes to oppressed Dalit families in India, who are often denied access to well paid jobs. They can sell the buffalo’s highly prized milk to gain some much needed income.

The goal for people taking part is to raise £250 either individually or as a group – the cost of one buffalo. Other projects to benefit from the money raised in the campaign include OM’s work with street boys in Sudan and literacy courses in Bangladesh.

In Sudan, £250 can rescue a boy from violence and crime on the streets of Sudan, while in Bangladesh, £250 will pay for a woman to attend a 9-month OM literacy training programme.

OM encouraged churches to get involved in the Just Campaign.

“The knowledge that the money they are saving will make a massive difference to those really in need is helping churches and families rediscover the joy behind giving,” said a spokesperson for the charity.