Wellbeing, the charity for mothers and babies, is to trial its first email campaign to raise funds for its annual Walk for Wellbeing.
The email contains an animated snail called Cyndy, which is designed to encourage recipients to click on a link that takes them through to a fundraising web site.
Wellbeing will send out the email to its donor base and hopes that it will be sufficiently quirky to encourage supporters to forward it to friends and family to generate awareness for the event. It plans to expand its online activity and will roll out future "viral
campaigns - where success depends on recipients of the emails forwarding them to others - if this initial drive proves successful.
"The idea behind Cyndy was that we wanted a mascot that would appeal to people of all ages and encourage them to take part in the walk,
said a Wellbeing spokesperson. "As it's a walk and not a race, we thought a snail would be a perfect character to associate with the event."
Chemist chain Boots has placed Cyndy on its staff web site.