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The Co-operative Launches Campaign to Release Burma VJ Prisoners

Digital campaign being delivered by digital marketing agency Substance and mobile messaging company Mediaburst

Alderley Edge, 9th July, 2009 – The nation's favourite retailer is calling for the release of young video journalists (VJs) who risked their lives to tell the story of the 2007 Saffron Revolution in Burma. Co-operative Members and the public are being encouraged to ‘Free the VJs’ via the film’s website, postcards in cinemas, twitition and by texting Free the VJs to 87103.

Burma is a nation of fear and poverty despite its wealth of natural resources. Its rulers are intolerant of free speech and many of the journalists and activists shown in the award-winning Burma VJ film face prison sentences of up to 65 years.

The individuals imprisoned include Htin Kyaw, Su Su Nway, Ohn Than, Si Thu Maung and Ko Win Maw together with over 2,100 others in Burmese jails including Nobel Peace Prize Winner Aung San Suu Kyi, who have been imprisoned simply for peacefully calling for democracy and freedom in the country.

The Co-operative does not trade with Burma, Co-operative Travel has delisted the country as a tourist destination, and The Co-operative Bank will not finance any organisation supporting the Burmese regime.

The digital campaign is being delivered by digital marketing agency Substance of "Shine a Light" fame, supported by mobile messaging company Mediaburst.

Gary Bury, Mediaburst's managing director, comments: "Clearly, Mediaburst is pleased to be working with Substance and The Co-operative on this campaign, which represents yet another innovative use of mobiles to generate response and interaction from the general public."

About Substance
Substance is a multi-award winning digital media and publicity agency specialising in the film and entertainment industry sector. As an established provider of on-line creative, promotional and marketing materials to leading film distributors such as Twentieth Century Fox and Universal Pictures, Substance have recently handled campaigns for titles such as Ice Age 3, Wolverine and The Quantum of Solace.

About Mediaburst
Mediaburst is an award-winning mobile marketing and business messaging company. Created in 2000, the company is the trusted mobile campaign partner for brands and media agencies and the preferred supplier of messaging solutions for businesses, developers, and network operators. For more information, visit www.mediaburst.co.uk.


Press Enquiries: Hugh Paterson, Patcom for Mediaburst, Tel 0787 7793627, Email hugh@patcom.biz

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