Depaul UK 'iHobo' by Publicis London

Publicis London has launched an iPhone app - the first to feature interactive live video footage - for the homelessness charity Depaul UK.

Called iHobo and free to download from iTunes, the Tamagotchi-like app requires users to take responsibility for a homeless man who sends alerts related to subjects such as food and money.

If the user does not take good care of the iHobo, or makes the wrong decisions based on the alerts, the life of the virtual beggar will spiral out of control as he turns to drugs and alcohol.