Mobile messaging service provider Sybase 365 has partnered with 46664, Nelson Mandela's HIV/AIDS global awareness organization, on an SMS campaign to celebrate the 90th birthday of the former South African leader.

Mr. Mandela's charitable organizations have come together to launch an international premium SMS service, allowing people all over the world to text a personal birthday message to him. A mixture of shared and dedicated premium SMS codes have been set up in more than 20 countries worldwide, including Britain, Australia, Spain, Germany and the United States, as well as many African nations.

"This is not a deliberate branding exercise as such," said Carmel Coscia, director worldwide of marketing for Sybase 365, Dublin, CA. "There are particular benefits to being involved in this, but the bottom line is that we want to support good causes in the course of our business dealings. We're very proud of it."

People who text their own message to their specific country short code will receive a thank-you text message in return with a unique PIN allowing them to view their message online at http://www.happybirthdaymandela.com.

This site also contains celebrity messages, both written and filmed, from Mr. Mandela's supporters worldwide. The efforts are designed to direct more traffic online through the SMS campaign.

A large concert in London's Hyde Park June 27 will support Mr. Mandela's charities, with celebrities at that event encouraging people to send text messages. It will be broadcast internationally on television, radio and online.

The Birthday Wishes Campaign will run through Mr. Mandela's birthday July 18, when there will be a ceremony in South Africa. A birthday card will be presented to Mr. Mandela, noting the number of text messages received.

Mr. Mandela was imprisoned for 28 years in Apartheid-era South Africa. He became president of South Africa only a few years after his release, urging the nation to reconcile differences between the different races.

Sybase 365 specializes in mobile messaging interoperability, the delivery and settlement of SMS and MMS content, mobile commerce and enterprise-class messaging services.

The company claims that it processes more than 100 billion messages per year and reaches more than 700 mobile operators and 2.4 billion subscribers around the world.

"We've done high-profile charity campaigns in the past, and we're trying to support worthy causes," Ms. Coscia said. "We're the key partner with the organizers of this campaign, who liked that we have a global reach.

"After the recent earthquake in China, we partnered with China Mobile to organize aid activities in the local community and on a broader level through SMS," she said. "It shows you the power of the mobile that it can be used to celebrate joyous occasions by sending birthday wishes and to raise money for victims of a disaster."

Managed by Nelson Mandela's HIV/AIDS global awareness campaign 46664, all profits received from text charges during the campaign will go to the Nelson Mandela Legacy Trust and other charitable organizations supported by Mr. Mandela. The charities include The Nelson Mandela Children's Fund, The Nelson Mandela Foundation and the Mandela Rhodes Foundation.

"SMS is something that is available to every handset around the world, and it's the mobile application that 99.9 percent of people know how to use," Ms. Coscia said. "It's the most efficient, simplest way to communicate that's available to the highest number of people.

"Sybase is always looking to give back and to do good work out there," she said. "It's a way of getting people to get involved and express their well wishes and appreciation for Nelson Mandela and to raise money for charity. We want to create an atmosphere of participation."