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Mobile promotion helps strays

BATTERSEA DOGS & Cats Home Dog is rolling out a new mobile push that aims to help boost fundraising and provide a new route for consumers to adopt pets. has been created by Brighton-based mobile content producer Mobstar Media and allows users to download images, screensavers, wallpapers, ringtones and ‘thank you’ messages featuring dogs looking for homes. The aim is to create a link between the charity and payments for desirable dog-related content.

Visitors choose a Battersea dog they want to ‘adopt by sponsorship, from four pets on the site at any one time, and text the dog's name to short code.

Customers are then sent a link to a Mobstar wapsite where they can download four pieces of content - an animated screensaver, wallpaper certificate, a ‘thank you’ video and barking ringtone. Customers can also register for free news updates about their adopted dog.

A spokesman for the charity says: ‘Many dog lovers can't own a dog and wonder how they can support our work. is a wonderful new way for them to 'adopt' a real animal, to help pay for its upkeep and to have wonderful, colourful and cute content on their mobile phone.’