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IYF’s Denim Day Goes Mobile

Mobile advertising agency Return2Sender has announced the launch of a free mobile advertising and SMS campaign to support the Irish Youth Foundation's (IYF) annual Denim Day (25th September) and raise awareness of the initiative.

A denim themed, interactive SMS and mobile advertising campaign, powered by Return2Sender, is now live with mobile providers Vodafone, O2 and 3. Mobile banners on the portals allow consumers to click through to a Denim Day WAP site where they can personalise their phone in ‘denim', view information on the charity and donate. There is also a chance for consumers to enter into the Denim Day draw and win fantastic prizes, all involving denim. Denim Day, now in its 14th year, is a key activity for the IYF, raising funds to bring hope and opportunities to vulnerable children and young people in Ireland.

"Our research suggests that 70% of people have responded to a mobile advertising campaign which demonstrates how effective it can be in encouraging a call to action", said Marguerite Cotter, marketing manager, Return2Sender

In 2008, Denim Day raised over €40,000 which was distributed among a number of youth focused projects in Ireland to include Drug and Alcohol Awareness Programmes, After School and Homework Clubs, Sporting and Recreational Equipment, Arts, Drama and Creative Activities and Personal Development and Confidence Building.

For more information on Denim Day, log onto: www.iyf.ie or text DENIM to 51727.