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Orange is launching an £8m campaign to promote its 'Try' initiative, designed to boost take-up of mobile data services such as picture messaging and mobile e-mail. The campaign, by Mother, breaks on March 22. The first ad shows a man struggling to illuminate and arrange light bulb-covered letters above his head, which spell try. When he discovers how to illuminate the letters - by putting in coins - a voiceover explains that Orange believes that you should be able to try things without having to pay. The second ad will focus on specific products and services. Media is by Initiative.The ads, which will run for six weeks, are backed by poster and press work.