"When you give one wheel, a generous supporter will give the other," says the Double Bike Match website, launched earlier today.
"Donate a whole bike, and recipients in Zambia will get twice as much."
The initiative is a program from World Bicycle Relief, a nonprofit organisation that "provides access to independence and livelihood through The Power of Bicycles."
The fund-raising gameplan is to split up the fund raisers into bite-sized chunks.
The launch fund-raiser ends on Friday and is hoping to raise $13,400.
Double Bike Match was teased first on Twitter.com, with no details being given. It was cross-promoted by the World Bicycle Relief's Twitter stream at @PowerofBicycles. Thanks to the viral nature of Twitter, Double Bike March soon had hundreds of followers and they 'retweeted' the official launch of the campaign yesterday.
The social media campaign was orchestrated by viral marketing specialist Stalelife.
Double Bike Match said:
"One bike can help up to 20 people, which means 200 bikes will affect the lives of over 4,000. Please give today and tell your friends. The more donations we receive – no matter how large or small – the more we can improve access to healthcare, education and economic development."