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Charity Kids Company & Netmums want to turn old phones into meals for kids

Mobiles for Meals – parenting website, Netmums, has teamed up with Kids Company – a child poverty charity in London, to appeal for donations in the form of old mobile phones, which they say can feed an at-risk child for a month. T-Mobile and Orange are supporting the initiative; old phones can be donated in their stores, or posted for free to their recycling centres.

Netmums surveyed 1,116 parents, and found that 1 in 4 (24%) knew of a child in their area that may be going hungry, this initiative aims to raise £1 million to feed hungry children in London. In the past year, Kid Company has seen an increase of 200% of vulnerable children using their services.

What a clever way to raise money, by teaming up with those network providers, old phones can be recycled to raise cash, at a time where much of the economy would struggle to donate actual money – most of us have an old phone lying in a drawer somewhere. Parenting communities are one of the biggest and most prominent online, so I’m sure this campaign will be hugely successful, they have scheduled a ‘Twitter party’ which can be followed (or, participated in) using #Mobiles4Meals, on Thursday 12th July 12-1pm. The have a special celebrity guest, Natalie Cassidy, who is a parent and one of the many high profile supporters. See the celebrity gallery here.

So, a great cause, a great campaign which incorporates celebrity status, a new way to ask for funding and social aspects such as Twitter chat, photo galleries and Netmums discussion. The only problem I see, is Kids Company solely to support children in London – whereas the Netmums campaign talks generally of poverty among British children – which could cause some confusion among supporters.

One comment on the Netmums website was brilliant, he had been buying cheap phones from ebay, and donating them to the cause – clever.

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Faye Oakey is a 2nd year PR student at Leeds Metropolitan University, who reads and contributes to PRexamples.com to expand her knowledge of the industry and keep up to date with current trends. Faye's most notable PR experience is working as 'Curator of Good Noise' or officially 'Account Executive' at creative youth agency Two Birds One Stone for the majority of academic year 2011/12. She also has work experience in-house at Leeds Grand Theatre, Leeds Bradford International Airport and Voodoo Events.

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