Large-Scale Mobile Social Campaigns

Large-scale Mobile Social Campaigns

African Perspective

15 October, 2009

Gustav Praekelt

[email_address]

Africa 1.1 Billion People 400 Million Phones South Africa 48 Million People 54 Million Sim Cards

2004 <R20 <R20-140 <R140-280 >R280

2005

2006

2007

2008

18.2 20.9 3.9 1.7 Broadband 41% 47% Text Mobile Internet Web+Email

Project Masiluleke “ Give wise counsel and lend a helping hand”

95 % Prepaid 5 % Contract

I’m out of airtime! Please call me Dial *121 * 0824593656 # Hi, you sent me a please call me, what’s up?

Please Call: 0824593656 HIV + & scared to tell your partner? For info on how to disclose your HIV status, call AIDS Helpline on 0800012322 276 million messages have been sent in the last 11 months in English, Zulu, Xhosa, Sesotho, Setswana, Sepedi. Interaction: 1,059,780 calls to the AIDS helpline (as at 1 Sept 2009)

INSERT MESSAGE HERE.... Thnx 4 taking the Quiz! Answer 3 questions and see how much you know. Pick your language: 1. English 2. Zulu 3. Sotho 4. Xhosa 86,914 USSD sessions 14,818 unique entries

INSERT MESSAGE HERE.... *120*HIVQUIZ#

INSERT MESSAGE HERE.... Can HIV be transmitted through a mother’s breast milk? 1. Yes 2. No

Speak Africa

Bulk SMSes, Please Call Me advertising, printed fliers and local radio partners were used to market the campaign in 7 African countries. Youth were asked to respond to questions around Food security, Agriculture and Climate Change.

South Africa Madagascar Egypt Nigeria Ghana Senegal Uganda

Leaders need to recognize that the only way out of poverty and misery is by empowering the youth! Beruk, Ghana. Access to food and clean water is one of the determinants of national social security Judges, Nigeria. What the leaders have to do is to stop taking young people for granted, thinking that we are a tool for mischief. Lilly, Ghana.

Broadcast Messaging - Please Call Me P2P Messaging USSD + SMS Mobi CMS Mobile Content Deliver VOD + WAP + MobiTV