Cellufun is launching the world’s first mobile public service announcement campaign with the American Society for the Prevention of Cruelty to Animals (ASPCA) and the Christopher & Dana Reeve Foundation. The campaign will feature free in-game advertising, as well as mobile donation opportunities in which users can donate money to the charities over their mobile phones.

By introducing the world’s first mobile PSA campaign, Cellufun hopes to raise awareness and secure donations from its users for worthwhile charitable endeavors. With a large user base, the company hopes to help non-profits reach a wider audience by bringing them into the mobile medium. The company plans to expand the first-ever mobile PSA campaign to include other charities in the near future.