Seafarers UK, a leading maritime charity, has teamed up with Gales Brewery, an independent family brewing company in Hampshire, to deliver an innovative beer mat advertising campaign using text messages.

The charity decided on the beer mat text response campaign because it wanted a novel way to raise awareness of its unique events with a new and diverse audience. The campaign not only highlights the exclusive Seafarers Ale on sale throughout Gales pubs, but also the series of fundraising events happening this summer across the country.

The events include abseiling down a lighthouse with the Royal Marines and cycling the 250-mile route from Falmouth to London, taken 200 years ago to deliver the dispatches after Nelson’s victory in the Battle of Trafalgar.

Jon Scourse, Director of Fundraising and Marketing of Seafarers UK, said, “We have worked really hard to find new and interesting ways to promote our fundraising activities this year. The tie in with Gales was an ideal opportunity to not only raise funds through the specially brewed Seafarers Ale, but also for us to reach those who may never have heard of our charity or our exciting fundraising events before. The beer mat campaign seemed the perfect way to ensure immediate pick up for the events which all have limited places available – text 60022 for more information.”

Visit www.seafarers-uk.org to find out more on the challenge events or to find out where you nearest Gales pub is visit www.gales.co.uk.