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The £12m 'Reasons to be Orange' drive will break later this month, running on TV, radio, print and outdoor until early next year.

Different executions have been created by Mother to highlight seven specific reasons to choose Orange. These include its 3p text message tariff, its phone trainer initiative and its Orange Wednesdays two-for-one cinema ticket promotion.

In July Orange owner France Telecom reported that the mobile operator's churn rate had jumped from 19.9% to 26.1% in the first half of this year, higher than most other operators.

An Orange spokeswoman said the ads would provide a 'real reason' for customers to switch to, or stay with, Orange. She claimed that, unlike other networks, the ads are doing more than just 'promoting price'.

UK brand marketing director Pippa Dunn has led the drive to revive the brand. She replaced Jeremy Dale, who resigned from the company this summer.

Although Orange still has a UK customer base of more than 13.8m, senior managers at France Telecom have voiced concerns over the direction of the brand and its advertising in recent months.

This has led to a marketing restructure that has seen the departure of several senior marketers, including Dale, and the creation of a new department structure headed by chief marketing officer Alexis Dormandy.

To combat churn it has announced several initiatives, including Orange Premier, a scheme for high-use customers that offers exclusive handsets and tariffs.