We needed to give 'thmbnls' a separate identity, away from the government's own logos and branding. Doing so made 'thmbnls' feel more like a mobile TV show and less like advertising. We launched the campaign via online and word of mouth to get teenagers to sign up via online or mobile WAP site. Due to its unique way of communicating and using technology, 'thmbnls' quickly gained coverage in national press and national radio creating further publicity for the campaign.Implementing our idea on mobile phone then allowed us to take our idea beyond a TV show. We used text messaging, MMSs, voice calls, and personalisation to blur the boundaries between fiction and reality. Giving teenagers a first hand, personal experience by placing them in our characters' shoes. This gave viewers the chance to voice their opinions, on the safe sex issues, as 'real' characters turned to them for advice.

'Thmbnls' reached thousands of teenagers in a personal, direct and innovative way. The opportunity to interact with the characters and influence the plotline via their mobile phones engaged the audience and prompted discussion of related sexual health and relationship issues. The campaign succeeded in integrating several strands of new, advanced mobile technology, including mobile film personalisation and IVR (interactive voice response) messages. This use of technology positioned the UK Government at the forefront of digital advertising, giving unprecedented client-wide confidence in new media.For consumers:- 80,000 unique mobile interactions;- 150,000 unique visitors to the WAP site;- 300,000 unique visitors to the website;- Hundreds of consumer blogs;- Interviews on BBC Radio 1, national and local press;- Sign up increased week by week.Heightened awareness of safe sex issues and an innovative way for teenagers to confide with and share personal experiences with the Thmbnls characters from the episodes.