Kids' charity in mobile pics drive

Save the Children is readying a campaign that uses mobile picture messaging, or MMS.

‘OUCH’ will launch on 29 May to highlight how around 250,000 African children have died from lack of healthcare since last year’s G8 summit in Gleneagles.

On bank-holiday Monday, Save the Children will hand out 100,000 postcards carrying a branded ‘OUCH’ plaster at ten London mainline railway stations.

Travellers will be asked to stick the plaster in imaginative places, take a picture of it with their mobile phone, and send the image to the charity on 88600.

The charity will upload the images to an online gallery, and plans to project them onto buildings in the capital.

It is also releasing a report, Paying With Their Lives:  The Cost of Illness for Children in Africa, to national press and major regional papers.

‘This is not a fundraising campaign, but is intended to raise awareness of preventable child deaths in Africa, and remind people of the messages at the last G8 summit,’ said Save the Children media officer Vikki Taylor.

‘The charity’s message is that world leaders such as Tony Blair have the power to stop child deaths in Africa, and OUCH will show how much people care,’ she added.

Taylor said celebrities would be asked to wear the plasters.

A simultaneous ad campaign will run on station concourses, and online hubs such as AOL and MSN.

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