Scribd Logo
Upload

Welcome to Scribd!

  • Text To Change - Mobile4Development

    Uploaded by

    reCampaign
    211 views16 pages
    Text to Change (TTC) is a non-profit organisation based in Amsterdam (the Netherlands) and Kampala (Uganda) which uses sophisticated mobile phone technology (SMS, voice, data/apps) to send out and receive information on health, education, economic development and governance in developing countries. Our campaigns are aimed at empowering and informing individuals and groups on those issues. In this workshop, we will share best practice examples for using mobile phone as a medium for development work and to achieve behavioural change(s). We will look at the right mix of tools needed to engage people and at how best to communicate and interact with local communities. We will share some of the lessons learned over the years and highlight potential risks to be avoided.

    Original Title

    Text to Change - Mobile4Development

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Report this Document
    Text to Change (TTC) is a non-profit organisation based in Amsterdam (the Netherlands) and Kampala (Uganda) which uses sophisticated mobile phone technology (SMS, voice, data/apps) to send out and receive information on health, education, economic development and governance in developing countries. Our campaigns are aimed at empowering and informing individuals and groups on those issues. In this workshop, we will share best practice examples for using mobile phone as a medium for development work and to achieve behavioural change(s). We will look at the right mix of tools needed to engage people and at how best to communicate and interact with local communities. We will share some of the lessons learned over the years and highlight potential risks to be avoided.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    211 views16 pages

    Text To Change - Mobile4Development

    Uploaded by

    reCampaign
    Text to Change (TTC) is a non-profit organisation based in Amsterdam (the Netherlands) and Kampala (Uganda) which uses sophisticated mobile phone technology (SMS, voice, data/apps) to send out and receive information on health, education, economic development and governance in developing countries. Our campaigns are aimed at empowering and informing individuals and groups on those issues. In this workshop, we will share best practice examples for using mobile phone as a medium for development work and to achieve behavioural change(s). We will look at the right mix of tools needed to engage people and at how best to communicate and interact with local communities. We will share some of the lessons learned over the years and highlight potential risks to be avoided.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 16

    Co m m u n icat io n f o r ch an g e:

    Ho w t o u se t ext m essag in g as an ef f ect ive b eh avio r ch an g e cam p aig n in g t o o l

    re:campaign 2012, Berlin

    Arjen Swank & Josette de Vroeg arjen@texttochange.com | @arjenswank josette@texttochange.com | @josettedevroeg http://www.texttochange.com

    Program, content of workshop

    Mobile4Development SMS Campaigning best practices Put the example to practice M4RH DEMO Questions

    What do we use our mobile phone for these days?

    Some statistics
    SMS is now the world's intensively used data communication technology. Total SMS sent globally tripled between 2007 and 2010, from

    most

    1,8 to 6,1 trillion.


    Close to 200,000 text messages are sent every second! In 2011:

    4,2 billion active users of SMS text messaging.

    That is 3 out of 5 people worldwide. It is also double the number of internet users, 5 times the number of Facebook members, and 14 times the number of Twitter users that same year.

    Examples of SMS as an effective campaigning tool

    Over 1 billion people in Africa 53% has a mobile subscription

    1 million new subscribers per month


    Over 48 million people have a mobile phone, but no electricity Next year an estimated 1,7 billion people will have a mobile phone, but no bank account 95% of messages is read within 4 minutes

    Picture this.. http://www.youtube.com/watch?v =SsF_Plx76yA&feature=youtu.be

    NGO founded in 2007 with offices in Amsterdam & Kampala Social Mobile Service & Content provider Pioneer in mHealth in Africa TTC develops Interactive and Incentive based mobile programs

    Mobile Tools for Health, Education, Economic development & Social Impact: SMS; Voice; Data Collection App

    Incentives: Social monetary value


    Airtime

    Examples:

    Airtime Merchandise Health products

    Barcelona shirt
    Mosquito net

    Pre-work // Pre-campaigning
    Context and sustainable behaviour change

    Local factors Cultural norms, individual communication patterns Use of mobiles: (Technology) illiteracy? Availability of mobile signal Networks

    Sustainable behaviour change (re-) consider resources Context Get your context right Needs and communications assessment of target group Research the Local factors Perform pre-testing

    Learning example(s): The devil in Uganda

    Campaign time
    Promotion and effective content

    Learning example(s): HIV/AIDS quiz question


    Do you think a healthy looking person can have HIV? 1. Yes 2. No To reply send: QUIZ<space><answer nr> to 8181

    Effective content Engage local partner Language(s) & dialect Message timing Message outlook Script Length Interactive campaigning

    Promotion Involve right mix of communication channels Effective content Consider local factors to create effective content Monitor message impact

    Post-campaigning
    Effective impact measurement

    Possible indicators of success Amount of 12-15 yr old boys requesting m4RH information >58%.

    Continuous Impact measurement Measurable indicators of success Milestones Baseline data Be interactive via SMS collect feedback

    Learning example Barcelona shirts for Kenya

    Countries 2011 Kenya Tanzania Ghana > 2012 Uganda Rwanda Ethiopia

    Examples to practice:

    M4RH - Mobile for


    Reproductive Health

    Welcome to M4RH free info service. For implants reply 11, IUD 21, permanent 31, injectable 41, pills 51, EC 61, condoms 71, Natural Family Planning 81, Clinic finder 91.

    Advantages Private medium but easily shared Trustworthy (information WHO based and pre-tested) Multiple focus groups Multiple languages Easy to set up and scalable Techniques SMS IVR Opt-in: reminder/awareness messages

    Text: M4RH to: 0031 6 42 50 00 21

    Best practices summary

    Creating sustainable behavior change, context is king Effective content is central to a good campaign Effective impact measurement

    THANK YOU ANY QUESTIONS?

    re:campaign 2012, Berlin

    Twitter: @josettedevroeg @arjenswank Website: http://www.texttochange.com

    Email: josette@texttochange.com arjen@texttochange.com

    TTC platform (example: reminder messaging)

    You might also like