For once, Samsung’s latest announcement isn’t about yet another phone, camera or HD TV. Instead, the company’s unveiled its latest sponsorship scheme: raising funds for the fight against Cystic Fibrosis.

Samsung's Mark Mitchinson (centre) gets in training

Throughout 2008, the company will be holding fundraising events, including a celebrity gala dinner, a charity auction and a fun run around Battersea Park.

On 13 April, Samsung Mobile’s UK and Ireland VP, Mark Mitchinson, will be running the Flora London Marathon on behalf of the Cystic Fibrosis Trust. He chose to take part as a way of raising funds for the charity and to show support to a colleague, whose daughter has been diagnosed with the disease.

Cystic Fibrosis is a hereditary disease that causes the body to produce thick fluid within internal organs, especially the lungs and digestive system, which makes it difficult to digest food and breathe. It affects around 8000 people in the UK alone.

Please visit Mitchinson’s website for more information about his marathon efforts or to donate to the Cystic Fibrosis charity.