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Help the Aged targets students through mobile site campaign

LONDON - Help the Aged has launched a Que Pasa-devised t-shirt campaign, encouraging students to make contributions to its work to alleviate isolation.

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The campaign is the follow up to last year's work, which was devised by mobile marketing agency Que Pasa, and featured beer mats with messages encouraging pub goers to make text donations to Help the Aged.

Que Pasa said that feedback from its previous campaign found students to be the biggest respondents to its promotion, and the agency is now targeting student unions, campuses and bars.

Help The Aged has created a series of t-shirt designs featuring a text shortcode directing people to a Que Pasa-devised microsite, which gives visitors the chance to buy the t-shirts and make a contribution to the charity's work.

The charity said all profits from the sale of the t-shirts would go towards solving anti-isolation initiatives, transport schemes and to help run day centres.

Hugh Burrows, director of marketing and business development at Que Pasa, said: "Mobile campaigns like this are vital in assisting Help the Aged to achieve cut-through to a younger audience who may not have considered supporting this kind of charity before."

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