Personalised ring-tone could help Brown reach youth

UK Prime Minister Gordon Brown is being encouraged to follow Barack Obama's lead by recording personalised mobile ring-tones to win over politically apathetic 18 to 24 year-olds. 

The Boston Herald reported last week that US presidential candidate Obama is using campaign ring-tones in an attempt to reach the American youth. 

ReVoice Singtones, a UK-based personalised ring-tone service, has offered Brown a similar opportunity to engage hard-to-reach British youngsters. 

Sing-tones let people record their favourite tracks, which are then 'fixed' so that even the worst voices sound good.

The final version, complete with backing track, is then sent as an MP3 file to mobile phones to use as a unique personalised ring-tone and caller ID.

Brown is not noted for his singing voice, but ReVoice Singtones said that it will ensure that he sounds in tune without losing his distinctive Scottish timbre.

"We have had a lot of fun speculating which song Mr Brown will go for," said ReVoice Singtones boss Jeff Bloom.

"He has waited a long time for the keys to Number 10, so Take That's Patience would be a good option. Alternatively Walking on Sunshine might better reflect the optimism of his first days in office. "

As Brown jostles with David Cameron for opinion poll supremacy, the UK's youth could prove a decisive battleground which the Tory leader, 15 years Brown's junior, is well-positioned to claim. 

ReVoice Singtones believes that a personalised ring-tone initiative might lend Brown the street credibility he needs. The company has yet to receive a response from Brown.