Oxfam has unveiled a new advertising campaign to publicise its online charity shop and hopes to raise £2.3m from it over the next year.

The site currently generates £2m for the charity annually and features more than 100,000 second hand items.

But a spokeswoman for Oxfam said the shop remains a “well-kept secret” that has not yet reached its full potential. The shop’s has a growth target over the coming year of 17 per cent.  

The range includes 50,000 books, more than 23,000 items of women's clothing and accessories, 13,000 items of music, films and video games and 6,000 items of homewares and collectibles which are uploaded daily by Oxfam shops and volunteers around the country.

Fee Gilfeather, trading head of marketing for Oxfam, said: “Everybody knows that we’ve got loads of high street shops but nobody really know that we’ve got an online shop. So we decided that we really need to raise awareness and do a nice advertising campaign to promote it.

"Our research shows that people aren't sure what an online Oxfam shop might look like, so these ads are designed to convey the abundance of great products available, and the wide range of interests and passions that our shoppers have. We want to spread the word that, with over 100,000 items, there really is something for everyone on Oxfam's Online Shop."

The campaign was shot by fine-art photographer Julia Fullerton-Batten - winner of the HSBC Fondation pour la Photographie award with a permanent exhibition at the National Portrait Gallery.

It features real-life models and users of the online shop, including a 47-year-old lecturer and mother of three, a 29-year-old volunteer clinical support worker, and Oxfam’s 30-year-old online shop manager Holly Rothwell.

The campaign will run online as well as through the charity's shops and print adverts.