Nonprofit The American Cancer Society is raising awareness via mobile-optimized versions of the company?s Web sites.

The American Cancer Society has optimized the Web site cancer.org and has plans to optimize two more Web sites before the end of the year. The company is also setting up a SMS program for the nationwide program, Relay For Life.

?Nobody wants to think about cancer, but when you need to think about it you need resources right then and there at your fingertips,? said Miles Orkin, national director of Web and mobile at American Cancer Society, San Francisco.

?We look at mobile as a multifaceted engagement tool for our users,? he said.

Quick info
The American Cancer Society has optimized cancer.org for users.

Mobile users can access the site at http://m.cancer.org/.

The site has optimized approximately 7,000 live pages of content with information on cancer prevention, treatment and other resource information for consumers.

?We wanted a solution that would put all info into consumer hands, so we decided to focus on a mobile site instead of applications,? Mr. Orkin said.

Consumers can also make mobile donations via a form on the site.

The mobile site is broken down into five areas where consumers can learn about cancer, how to stay healthy, find support and treatment, research cancer and get involved with American Cancer Society.

The site is available in both English and Spanish.

The site also features a click-to-call action where consumers can call a 1-800 number for a help line.

Users can also view editorial content on the site, including blogs and features.

Additionally, users can search for topics and keywords.

Mobile health
American Cancer Society is also rolling out optimized versions of two other Web properties - http://makingstrides.acsevents.org and http://determination.acsevents.org.

Additionally, the organization is rolling out a nationwide SMS initiative for Relay for Life, including more than 5,000 races.

The SMS programs will let individual race organizers send out text alerts to race participants and volunteers.

?We ask our volunteers to do a lot for us, and mobile is a huge tool for us to communicate with them,? Mr. Orkin said.

?We are very committed to mobile Web because we don?t want to be device dependent and want to be as far-reaching as possible,? he said.

Final Take
Lauren Johnson is editorial assistant on Mobile Marketer, New York