TORONTO - Canadians can now text in donations to support emergency relief work in the famine-ravaged Horn of Africa.

The Red Cross has introduced the new option as a "quick and easy" way to help an estimated 11.3 million people who need aid across drought-hit regions in East Africa.

Ottawa has said it will match every dollar Canadians give to a registered charity working in East Africa.

That program is retroactive to July 6 and will run until Sept. 16, after which the government will decide how to allocate the funds.

To date, Canada has contributed over $70 million this year to humanitarian aid in East Africa.

To donate to the Red Cross, Canadians can text the word "AFRICA" to 30333 to make a one-time donation of $5.

The Canadian arm of the international charity has committed $1 million to support relief efforts in Kenya and Somalia so far.

The World Health Organization has warned that famine conditions in Somalia are likely to spread to more areas of the war-torn country as militant groups refuse to allow aid agencies to operate in some of the hardest-hit parts.

Meanwhile, thousands of refugees continue to stream into camps in Ethiopia and Kenya, some walking for days or weeks to reach assistance.