Cancer research charity Cancer Research UK
has developed its first mobile site to promote its breast cancer
awareness campaign: Its a girl thing. The aim of the campaign is to
promote breast cancer awareness amongst women through a light-hearted
campaign involving the male model Tommy.
By texting SHOW to 80231
or clicking a banner ad, users are taken to a branded Its a girl
thing mobile site where they can download a free Tommy wallpaper,
video and a message from Tommy, as well as the iconic breast cancer
awareness ribbon as a wallpaper. Visitors can also find out more
information about breast cancer and click to be put through to a
qualified nurse to talk through any questions or concerns they may
have.
Once on the page, visitors can also send a link to the site
to a friend and can donate via clicking through to the Cancer Research
UK donation line or triggering a reverse Premium SMS to be sent to
their handset.
The charity intends to promote the site through on
the Vodafone Live! portal and also on the TV screens of 140 bus routes
around London. Visitors to the Its a girl thing microsite will be
prompted to text in to access Tommy Downloads on the mobile site, as
will recipients of the Cancer Research UKs newsletter.
The idea was conceived by Cancer Research UK in conjunction with Flix Marketing.
Flix Marketing then went on to design, create and run the mobile
platform. Mobile planning and buying for the Vodafone portal was
handled by Mediacom.
Our new mobile site is a really exciting new
initiative for us, says Cancer Research UK Supporter Marketing
Director, Natasha Hill. We hope that it will give women the
opportunity to find out more about breast cancer and donate easily in
an engaging and fun way.