Cancer Research Launches Mobile Site

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.