Mobile Platforms for Behaviour Change in Majority World

The growth of mobile phone usage in the developing world is making it possible to build population-scale mobile platforms to measure and ultimately drive behaviour change. We share some of our thoughts and experiences in building these platforms at Praekelt Foundation.

Transcript

2. Mobile Platforms for Behaviour Change in the Majority World.
3. Africa: 1 billion people. 650 million phones.
4. the most personal & ubiquitous medium.
5. Africa is changing.
6. Image courtesy of Kiwanja.net There are constraints.
7. Image courtesy of Kiwanja.net Innovation in Banking, Health, Entertainment
8. +10% 1.2%+ Growth in African GDP = http://memeburn.com/2010/09/how-mobile- phones-develop-economies-and-save-lives-study/ Increase in penetration
9. Education Health Governance Employment Agriculture
10. People hardest hit by HIV/AIDS are also those least likely to have access to relevant information.
11. HIV prevalence among pregnant women as high as 37%.
12. Project Masiluleke Case Study
13. 95 % Prepaid 5 % Contract
14. I’m out of airtime! Please call me Dial *121 * 0824593656 #
15. Hi, you sent me a please call me, what’s up? 30 million Please Call Me’s sent every day
16. Please Call 082 459 3656 Text Message Powered by HIV+ & scared to tell your partner? For info on how to disclose your HIV status, call the AIDS helpline on 0800012322 120 Characters Free
17. 2 billion+ messages 1.5 million+ helpline calls
18. TxtAlert Case Study
19. TxtAlert sends automated, personalised SMS reminders to patients on chronic medication.
20. “Missed appointments have fallen from 30% to 4%. Loss to follow up has declined from 27% to 4%” Dr Ian Sanne / CEO of Right to Care / 28 Nov 2009
21. Opt in Day after Weeks before Day before Thank you for attending your clinic appointment! We will remind you of your next appointment closer to the time. You have an appointment at the clinic on Monday 24 March. Send a please call me to 0820878470 if you cannot attend. See you at the clinic tomorrow morning. Send a please call me to 0820878470 if you cannot attend.
22. Thank you for attending your clinic appointment! We will remind you of your next appointment closer to the time. You missed your appointment. We can make a new one! Send a please call me to 0820878470 for a new date. Day after Appointment
23. Humans are Social Animals
25. GLOBAL WINNER SOCIAL IMPACT MMA AWARDS 2011
26. 1m+ users
27. 0 12500 25000 37500 50000 Growth
28. SA Tz Ke Sustainability
29. Cost
30. Content
32. Engaging Stories
33. Abuse Celebrities Domestic_violence Gay_identity GirlTalk GuyTalk HIV Lifestyle Love Rape Relationships School Teen_issues YAL YourWords_Stories gender legal medical recently self-image the_awesomes what_is_yal Special_Days Sex
34. Dating tips 3669 What makes you gay? 2245 Safe New Year's Sex 1373 Dr Eve – Are we in a relationship? 990 You have the power 927 Rihanna back with ex 515
35. “Hi yalers! i just wana say dat i'm grateful for 'yal"it has given us a platform to express our views,concerns and most importantly get in touch with our peers to discuss and explore life through yalers” Venom
36. What are the results so far?: “Ananzi” says: “YAL hs realy md up my mnd bcz im nw proud of my pstv status,i hv confidence wn wlkng in de strt an i blv dat i stl hs a lng lyf 2 go live nomtr wt my status is”
37. What are the results so far?: “Nonkolosa” says: ”i told her i didn't have condom,she said no problem and my mind thinking about YAL guidence,i wear my clothes and say i will be back,even now i would say thank YAL u make me to have a good responsibility.”
38. 2.17m comments
40. Mobile Platforms for Behaviour Change in the Majority World