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To celebrate the release of the charitably chic phone, Telus, the exclusive carrier of the pink model, will donate $25 from every phone sold to Rethink Breast Cancer—a charity that offers education, research and support programs for young people affected by breast cancer.

“What makes Rethink unique is the fact they’ve found innovative ways of reaching young women… in a way that’s very friendly and approachable, not scary and intimidating,” said Tammy Scott, vice-president marketing communications for Telus. “That’s not dissimilar from Telus. Our brand platform is really about taking something that can seem a bit complex—that is new technology—and making it friendly and more approachable.”

The Rethink pink partnership began Feb. 4 and is supported by print, outdoor, and PR efforts that will run throughout the month in urban markets.

The pink Pearl launch is the charitable component of the Smartphone consumer campaign that kicked off during the Super Bowl.

Long-time creative agency Taxi introduced three more of its cute-critter TV spots—this time featuring fish—in one 30-second and two 15-second executions. Each spot illustrates how Telus smartphone services can help users answer some small, but important, everyday questions, like “How do you avoid wearing the same outfit?” and “How do you call in sick from the beach?” A check mark then appears beside one of the smartphone options of email, phone, text, and instant message, followed by the campaign tag line: “Telus smartphones. The ultimate say-it-alls.”

The concept is designed to engage the audience and make them think about the way they communicate, said Rose Sauquillo, the creative director overseeing Telus work at Taxi Toronto.

“People like to take polls and like to have a say in results and they like to answer questions,” she said. “We fully expect that the questions in the campaign will stir some healthy debate amongst our target.”

Media Experts handled the media buy.