Mobile agency Que Pasa and integrated marketing agency Joshua G2 have developed a Christmas beermat campaign which encourages pub-goers to make a 3 donation to UK charity Help the Aged  via mobile. The campaign combines a colourful, youthful approach, with hard-hitting stories about old people living in isolation, with a mobile call-to-action.
The bright, lively design of the beermats disguises a hard-hitting message on the reverse. Each beermat tells the story of an old age pensioner who is living in isolation, and invites consumers to send a reverse-billed text message, which donates 3 to the charity.
Que Pasa has planned and is delivering  the mobile response elements of the campaign, which uses a number of different keywords to generate the reverse-billed texts, while Joshua G2 was responsible for the creative design of the beer mats, and the wider campaign.
The beermats campaign is part of an integrated One is the Saddest Number campaign that aims to expose the hardship of isolation and raise funds to alleviate the suffering of old people living on their own. The campaign is supported by direct mail, newspaper and magazine inserts, and doordrops.
Money raised by the campaign will be used to help fund Help the Ageds services targeted at isolated older people. These include SeniorMobility, which helps older peoples groups and projects to buy vehicles and transport equipment, and SeniorLink, a home telephone service that connects older people to a response centre for emergencies or reassurance.
More info on the campaign from [email protected]
More info on the mobile element from [email protected]