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Harnessing mobile as a communication tool

Did you know that over 95 per cent of the UK population now has a mobile phone?


As a society people, from all walks of life are increasingly reliant on their mobile phones in their social, family and professional lives. Our challenge is to understand how we can start raising awareness of diabetes by harnessing this powerful form of communication.

In the last few weeks you may have seen our new adverts on trains in the South East, and in some national magazines. The advert asks "There’s no way someone like you could have Diabetes, is there?" and encourages people to request a free guide to diabetes and a pedometer by texting 'KNOW' to 70123. The guide sent includes information on both types of diabetes and signposts people to further information if required.

Everyone responding to the ad will receive a call from our telephone fundraising agency to get contact information so the guide and pedometer can be posted to them. During the call the responder will also be asked to make a regular monthly gift to Diabetes UK by direct debit.

This test campaign is a really exciting way of engaging with new audiences and gaining additional supporters. Initial results are encouraging with around 1,700 responders to the campaign in the first week. There are lots of opportunities for SMS communications and text to donate fundraising to be included in activity across the organization in the future and so this is a fantastic first step in incorporating this into our work.

If you have any questions on the campaign or how you could use mobile in your work please contact Helen in the Direct Marketing team (

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