Dublin, 22 May 2008 : Leading mobile marketing specialist P\xFAca, has today launched a unique new initiative TXT-AID, to help the disaster relief efforts underway in China \x92s Sichuan province and in Myanmar ( Burma ). The fundraising campaign will run for 2 weeks starting from midnight on Thursday the 22nd of May.

The initiative is being supported by Ireland's four mobile network operators Vodafone, O2, Meteor and 3.

Ireland's 5 million plus mobile users can make an instant donation by sending the keyword AID to the SMS short code 57500. The proceeds will be distributed in full amongst four aid organisations who are providing help to the hundreds of thousands of people that have been affected by the earthquake in China and the cyclone in Myanmar : Irish Red Cross, Oxfam Ireland , Tr\xF3caire and Concern Worldwide.

"The mobile phone is an incredibly powerful medium for instant response", says Eamon Hession, CEO of P\xFAca. "Making a donation is literally as easy as sending a text message. Irish people are amongst the heaviest users of SMS texting in the world. We\x92ve all seen the upsetting pictures over the past two weeks from Myanmar and from China \x96 the scale of the tragedy unfolding is difficult to even comprehend. We want to harness the goodwill of the Irish public to respond as quickly and effectively as possible to provide whatever help we can to the victims of these disasters. What better way than with our mobile phones?"

Aid organisations such as the Irish Red Cross, Concern and Tr\xF3caire have already put in place emergency appeals to raise urgently needed funds. TXT-AID will help amplify their efforts with an extensive, high-profile advertising, marketing and PR campaign.

John Roycroft, Secretary General of the Irish Red Cross said, "We very much welcome this innovative new project and we look forward to working with TXT-AID and the mobile industry to ensure that the funds raised from this campaign reach those who most need them".

Peter Anderson, Fundraising Manager from Oxfam Ireland has also asked the public to respond now: "We urge the Irish pubic to support TXT-AID and donate today in support of all aid organisations working in the disaster regions. This is your chance to play a part in assisting the millions of people affected. From just one text message we could supply a special water bucket designed by Oxfam to keep water safe and clean in emergencies".

"Concern's partners in Myanmar are right now providing life saving supplies for more than 60,000 survivors of Cyclone Nargis. Disasters are a time when we all must pull together, and we are so grateful to Ireland 's mobile phone industry for pooling their efforts to raise vitally needed funds" says Caroline Hickson, Director of Public Affairs, Concern Worldwide.

Natalie O\x92Toole, Tr\xF3caire Fundraising Manager said "During appeals for emergencies like the Burma cyclone the Irish public are renowned for the enormous generosity and support they give to agencies like Tr\xF3caire. Carried out through Tr\xF3caire partners, this support has so far provided aid such as food, shelter and clean water to 80,000 survivors in the worst affected areas. P\xFAca and Ireland's mobile phone operators are building on this unique support through TXT-AID. TXt -AID is a quick and effective way for people to help Burmese survivors who are living in desperation".

All the parties involved in TXT-AID are waiving their fees in running the service. Each of the mobile operators have agreed to donate 100% of their revenues from the premium rate short code revenues to TXT-AID. P\xFAca is also waiving all of its revenue and fees in managing the service. while industry regulator, Regtel has agreed to forego its standard levy on premium rate SMS messages and the Revenue Commissioners have confirmed that no VAT will be payable from the \x802.50 charge. Therefore all of the proceeds of each premium SMS message will be donated to the participating charities which are the Irish Red Cross, Oxfam Ireland , Tr\xF3caire and Concern.