New Halloween text donate campaign set to raise vital funds for Alzheimer's Society

People are being urged to get out their mobiles this October and text the word SCARY to 70444. In return they may receive a spooky Halloween trick or treat text message back.

Treats include handy hints and tips on how to make your own Halloween costumes and recipe ideas for spooky party food. And tricks include cheesy jokes and riddles.

Texts cost £1.50* which will be donated to Alzheimer's Society and Alzheimer Scotland.

Together, Alzheimer's Society and Alzheimer Scotland are Tesco Charity of the Year 2011 and hope to raise £5million to build a better future for people with dementia. During October thousands of Tesco staff across the UK are joining together to celebrate Halloween with a variety of spooky events and ghoulish activities that will raise vital funds.

Tom Hubbard-Green, E-Marketing and Social Media Manager at Alzheimer's Society said:

'As a charity we've used text donate before; but we've never used it in such an innovative way. The campaign is themed around Halloween and uses a special platform which lets us send randomized bounce-back messages to our supporters featuring a trick or a treat.

This type of text donate campaign is a first for Alzheimer's Society and we hope it will be attractive to those wanting to donate to a charity, but don't have the time to spare to organise a fundraising activity. It's a fun and easy way to celebrate Halloween while raising vital funds to help fight dementia.'

Josh Hardie, Head of Corporate Responsibility from Tesco, said:

'This campaign is a fresh way to raise money for our charity of the year, Alzheimer's Society and Alzheimer Scotland during October. This year our staff and customers will go all out to celebrate Halloween, with spooky outfits and fun activities. We think they'll like the opportunity of receiving something in return for their donation. We hope everyone will get out their mobiles and show their support and get texting.'

The partnership will fund new research, dementia support professionals to help those living with the condition and a Dementia Community Roadshow which is travelling around UK Tesco stores raising awareness of dementia and encouraging people worried about their memory to visit their GPs.

For more information about Alzheimer's Society, Alzheimer Scotland and Tesco Charity of the Year 2011 please visit www.alzheimers-tesco.org.uk or call the hotline on 0845 678 7678.

* Terms and Conditions - texts cost £1.50 plus network charge. Alzheimer's Society (registered charity number 296645) receives 100% of your donation and will give 10% of the donation to Alzheimer Scotland (Alzheimer Scotland is a registered charity in Scotland SC022315). Please obtain bill payers permission. Call 0844 847 9800 if you have any queries