The agency will be running email campaigns, online PR and e-cards and eCRM, in an attempt to raise £4m.
The idea to create an e-card campaign is something that will support a smaller budget such as this one.
Underwired developed the same type of online marketing for World Book Day and Penguin Books and a successful eCRM campaign for Virgin Holidays that generated £3m of direct revenue in its trial phase.
Felix Velarde, marketing manager for Underwired, said: "The challenge here is to generate a very significant return for extremely limited budgets and it's a challenge we are relishing."
Underwired's charity clients include Action for Kids, VSO, NSPCC and the Institute of Cancer Research. It also works with Friends Reunited, AAR, RIAS Insurance, JobCentrePlus and Startrite shoes.
At the end of August, Kitcatt Nohr Alexander Shaw announced it would be strengthening its interactive capabilities by taking a minority stake in Underwired.
Two of the Kitcatt Nohr founders -- Marc Nohr and Jeremy Shaw -- will be joining the board as non-executive directors.
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