Starting today's post, I feel like I have to thank the British Police for their input to my blog!! I have posted a number, now, of articles in the past about bluetooth marketing campaigns in the U.K. from them.

Today, I found out about this latest campaign from Gencia. Here's the article:

The Manchester-based agency has joined forces with police, health, education and youth services to craft a new initiative that aims to encourage 13 to 18 year olds to consider their behaviour relating to drinking, personal safety, sexual health and bullying.

Gencia's first push focuses on the problem of under-age drinking and uses Bluetooth to relay video messages of young people compromising their safety, and their dignity, in public following excessive alcohol consumption.
...

In a pilot test of the activity around 60% of the target audience with compatible phones within range downloaded the content that was offered to them.
The firm says that it is now in talks with 20 local authorities about bringing Dignity and Bluetooth into schools around the country.
MD Tony Braide commented: “Local authorities and schools are increasingly exploring Bluetooth as a more cost effective and environmental alternative to distributing leaflets and sending out letters.
“We are using Bluetooth differently to turn it into a pull technology, in other words inviting recipients to request content without the pressure or obligation often associated with traditional marketing techniques.

However, the article also reports that:

It is the first time the medium has been utilised in the county to open up communication channels between young people and the authorities.

, which I must object to, cause I've posted in the past an overview of the Bluetooth Marketing Campaigns from the British Police I have recorded + an extra one for awareness on sexual offences, which are all mainly aimed at young people.