Thanks to the mobile phone, it is now possible to participate in promotions at any time and at any place. Furthermore, it appears that SMS usage is increasing and that people are accustomed to using it to participate in promotions. We are taking advantage of this habit to take it a little further and encourage people to make donations this year via their mobiles, instead of the traditional moneybox method.Donating funds is very simple. If you send the word CANCER to 5555, you donate €0.9 to the Spanish Cancer Association.

A press and TV campaign has been run and we have also carried out viral marketing through advertisements.The launch took place on 15 March, so we still do not have the definitive details of participation, but from experience in similar campaigns we can predict that it will be a success.