In this paper we advocate a service paradigm, profile-cast, within the communication framework of delay tolerant networks (DTN)[2]. This novel approach leverages the behavioral patterns of mobile network users for delivering messages to a sub-group of users as defined by their profiles (e.g., interest, social affiliation, etc.). We study large data sets of user mobility profiles and present a case-study of mobility profilecast with a similarity-based forwarding protocol. We show that behavior-aware protocol design has a great potential