Gencia this week successfully launched a Bluetooth mobile marketing campaign urging young people to act with Dignity when it comes to Alcohol.

The campaign - aimed at 13-18 year olds - uses Bluetooth to relay video messages of people compromising their personal safety and losing their dignity in public following excessive alcohol consumption.

The first in a series of campaigns was launched in Pembrokeshire this week in an event that included key partners within the police, health, education and youth services.

Bluetooth or proximity marketing is growing in popularity due to interactive way it engages young people and the validation it offers the sender in terms of how many people have received messages.

Messages are free to transmit and receive and unlike traditional text messaging, content is received only when permission is granted by receiver.

The official launch follows a successful pilot in which just under 60% of young people with compatible phones within range downloaded content that was offered to them.

At the event, Rhys Sinnett the Principal Public Health Officer in Pembrokeshire explained that the aim of the campaign is to reach and engage more people around potentially sensitive issues.

“Mobile phones are not just young peoples main means of communication but probably all of our main means of keeping in touch and so it seemed natural to move towards looking at ways of using this to our advantage”.

Jamie Adams deputy head of Pembrokeshire Council added in his speech that it was the first time the technology had been used in the county and discussed the importance of using digital media that could engage with as many young people as possible.

Dignity was chosen as umbrella brand name for a number of different strands of an ongoing campaign which will focus key issues such as drinking, personal safety, sexual health and bullying.

Gencia is now in talks with 20 other local authorities around the country about bringing Dignity and Bluetooth into schools to address key messages around drinking, personal safety and sexual health.

Managing Director, Tony Braide explains why many are now opting for the medium.

“Local authorities and schools are increasingly exploring Bluetooth as a more cost effective and environmental alternative to distributing leaflets and sending out letters.

“We are using Bluetooth differently to turn it into a pull technology, in other words inviting recipients to request content without the pressure or obligation often associated with traditional marketing techniques.

Where the content is particularly engaging or humorous as elements of Dignity are, content is often shared with friends spreading the message even wider.”

For more information about Dignity or Bluetooth marketing, contact (0)161 214 5214