Homeless charity launches digital and outdoor campaign

ThamesReach ad: supported by Clear Channel

Homeless charity Thames Reach is today launching a fundraising campaign using social media and Clear Channel’s digital roadside displays in London.

The campaign solicits a £2 text donation with the incentive of a download of a new song called ‘Lifeline’ donated by singer Imogen Heap.

Creative will be updated over the course of the campaign to show how individual rough sleepers are being helped by Thames Reach.

Clear Channel donated two weeks’ worth of space after the idea for the campaign won its Quick Fire Pitch competition for students.

The campaign was conceived by Oliver Tiersch and Mar Broseta, a creative team at the newly launched advertising school, School of Communication Arts 2.0.

It will play out on a dedicated website, homelesstext.co.uk, a Facebook page, and a Twitter account. Comments made by members of the public on these pages will be incorporated into the digital ads as the campaign progresses.

Donations can be made by texting the word ‘home’ to 70099.

Tiersch said: “Thames Reach and Clear Channel offered us the opportunity to explore creative ideas and come up with a really exciting campaign that will run this month around London.

“Creating and then implementing the idea with Clear Channel’s help has been an invaluable experience and we have become immersed in the issues facing homeless people. It would be fantastic to see people texting homeless people off the streets and making the campaign a success.”

This article was first published on campaignlive.co.uk


Twitter acquires Tweetdeck for $40m

Twitter has acquired Tweetdeck, the London-based desktop application start-up, for $40m (£24.8m).

Reports from the US seem to stem from a CNN report, although TechCrunch had reported the proposed tie-up earlier. They suggest a deal is all but done between Twitter and Tweetdeck. Neither Twitter nor Tweetdeck were available for immediate comment.

The news comes as Twitter confirmed it was “exploring setting up an initial Twitter presence” in the UK, following the relocation of Tony Wang, a Twitter executive, to the UK to “make deals happen”.

Tweetdeck was founded by Ian Dodsworth in 2008. It lets users “tweet like a pro” and customise their Twitter experience by creating columns, groups, saved searches and automatic updates, and by integrating with Facebook, LinkedIn and MySpace contacts.

Twitter ups UK drive as boss relocates to accelerate office rollout

Twitter is poised to open a new office in London, following the relocation of Tony Wang, a senior Twitter executive from its head office in San Francisco, to “get Twitter started in the UK”.

Wang, whose biography on Twitter states that he works at Twitter “doing deals”, has been tweeting about his move to the UK, over the weekend. Twitter started recruiting staff in the UK in February, and is currently looking for an account executive, communications manager, sales account manager, and business development manager. In November last year, Twitter announced it would launch its ad platform, which serves products including Promoted Tweets and Promoted Trends in the UK, at the start of 2011. It also emerged it was hunting for a London-based sales house for Europe.

The move to the UK comes as Twitter faces legal action brought by a Premier league footballer after its users used the site to breach super injunctions.