Think beyond advertising. In a media first we created ‘thmbnls’ (Thumbnails), the first interactive mobile drama. Broadcast over 22 weeks, each ‘thmbnls’ episode was 60 seconds long and sent to mobile phones every Friday evening at 7pm. And zero-rated media with networks ensured free downloads even for Pay As You Go customers. After watching each episode viewers received a range of multiple media interactive elements from the ‘thmbnls’ characters in real time on their mobile. This included personalised email SMS, MMS, phone calls and even voice personalisation, maximising the full potential of the mobile medium. These media interactions prompted viewers to share their opinions about the safe sex issues within the episodes. And due to the media being used, viewers could text the characters back, creating a dialogue and influencing future episodes - all on their mobile!

Interacting with the characters and influencing the plot line via their mobile phones engaged the audience, and prompted discussion of related sexual health issues.

Technically, the campaign succeeded in integrating several strands of new, advanced mobile technology, including personalisation and IVR (interactive voice response) messages. This new way of communicating helped us achieve these results: (See box below for confidential results)-Hundreds of Blogs-Interviews on BBC Radio 1, national and local press-Sign up increased week by weekLeading to heightened awareness of safe sex issues.