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Vodafone is launching a multimedia campaign to promote its new student tariff with unlimited free texts using the theme of the "Joy of Text", which mimics the famous 1972 sex guide 'The Joy of Sex'. The campaign comprises six-sheet posters, press, ambient media, a dedicated and online banners that will target the student audience. In one ad, a man and a woman are featured in the style of an image from the original 70s guide, engaging in an intimate embrace as the woman texts on her phone.