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Mobile Platforms for Behaviour Change in Majority World

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.

Gustav Praekelt

July 04, 2012
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  1. Mobile
    Platforms
    for Behaviour
    Change
    in the Majority
    World.

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  2. Africa:
    1 billion people.
    650 million phones.

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  3. the most
    personal &
    ubiquitous
    medium.

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  4. Africa is
    changing.

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  5. Image courtesy of Kiwanja.net
    There are
    constraints.

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  6. Image courtesy of Kiwanja.net
    Innovation in
    Banking, Health,
    Entertainment

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  7. +10% 1.2%+
    Growth in
    African GDP
    =
    http://memeburn.com/2010/09/how-mobile-
    phones-develop-economies-and-save-lives-study/
    Increase in
    penetration

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  8. Education
    Health
    Governance
    Employment
    Agriculture

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  9. People hardest
    hit by HIV/AIDS
    are also those
    least likely to
    have access to
    relevant
    information.

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  10. HIV prevalence
    among pregnant
    women as high
    as 37%.

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  11. Project
    Masiluleke
    Case
    Study

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  12. 95 % Prepaid 5 % Contract

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  13. I’m out of
    airtime!
    Please call me
    Dial *121 *
    0824593656 #

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  14. Hi, you sent me
    a please call me,
    what’s up?
    30 million
    Please Call Me’s
    sent every day

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  15. 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

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  16. 2 billion+
    messages
    1.5 million+
    helpline calls

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  17. TxtAlert
    Case
    Study

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  18. TxtAlert sends
    automated, personalised
    SMS reminders to
    patients on chronic
    medication.

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  19. “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

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  20. 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.

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  21. 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

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  22. Humans
    are Social Animals

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  23. GLOBAL WINNER
    SOCIAL
    IMPACT
    MMA AWARDS 2011

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  24. 0
    12500
    25000
    37500
    50000
    Growth

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  25. SA
    Tz
    Ke
    Sustainability

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  26. Engaging
    Stories

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  27. 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

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  28. 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

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  29. “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

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  30. 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”

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  31. 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.”

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  32. 2.17m
    comments

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  33. Mobile Platforms
    for Behaviour
    Change
    in the Majority
    World

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