Save The Children ran a text campaign, via the chaps at Incentivated, recently, regarding the current Middle East conflict.

It garnered 115,000 responses. All you had to do was text CEASEFIRE to 81819.

The appeal was carried in half/full page ads in UK newspapers The Guardian, Daily Mail and Sunday Times amongst others.

Smart.

The mobile petition is to be delivered to Downing Street.

Adrian Lovett, Save the Children’s Director of Campaigns, said: “This is an unprecedented response and the message from our text campaign is loud and clear – the British public want an end to the bombing in Gaza. A huge number of the British public care what is happening in Gaza and have taken action. Politicians are well aware of those messages and we will continue to ensure their voices are heard. Right now the fighting is still going on and one child dies in Gaza every three hours. Public support can and must make a change.”

Robert Thurner, Commercial Director at Incentivated, comments: “This campaign proves the ubiquity and popularity of text as an immediate activation channel to traditional media which people respond to 24/7, regardless of their location. It also proves the power of mobile as a viral marketing channel. In this digital age, mobile is unique in allowing us to support the issues which effect us, and to spread the word among others with similar beliefs”.

This is a pretty neat use of mobile. The more charities ‘get’ and understand how to use the mobile medium, the better.