This document outlines a partnership between Mission East, the government agency CoES, and the mobile service provider BABILON Mobile GSM to conduct a disaster risk reduction (DRR) awareness campaign in Tajikistan. The campaign will involve producing and broadcasting video and distributing print materials about DRR through BABILON's network. It aims to educate the public and attract private sector participation in social causes. Initial outputs included video and print materials disseminated through TV and BABILON dealers. Monitoring and a survey will evaluate the campaign's effects. Next steps may include partnering with the meteorology department and a call center at CoES.

1. Using Mobile Technologies for Social Purposes:
DRR awareness campaign
Mission East: Technical expertise on Disaster Risk Reduction
(DRR), a network of organizational contacts and programs, and
funding.
BABILON Mobile GSM: country-wide mobile service and internet
customer base, commercial marketing experience and tools, and the
drive of competition.
CoES: Government mandate, authority, manpower, expertise.

2. The expected result:
“The general public is exposed to a
campaign co-sponsored by private
sector that delivers key messages on
disaster risk reduction and
response.”
A component of Mission East’s DIPECHO V

3. Purpose:
Attract the private sector to participate in social actions to their benefit
 Educate the company’s customer base about key actions and behaviors
to adopt that will improve their ability to manage in a disaster situation
Interest other key players (CoES) in non-traditional partnerships
Why a Mobile phone company?
Efficient communication before, during and after a disaster
is essential to proper information, alert, and coordination of
emergency operation.
Mobile phone companies have a role to play in dealing with
disaster situations.

4. Strategy:
1) Educate BABILON Mobile GSM on the key
elements of Disaster Risk Management in order to
develop the company’s corporate social responsibility
(CSR) platform,
2) Use the positive public image of the company to
communicate social messages on DRR that are
tangibly related to the core business of mobile
telephony and internet services and,
3) Build an alliance between CoES and BABILON for
their future expansion in other mobile technology
directions (EWS).

5. Main Outputs
A 60 second video (teaser spot) twice a day
over 4 weeks on:
TV1 - 27.04.09 – 23.05.2009
TV Safina - 23.05.09 – 14.06.2009
TV Khatlon - 01.06.09 - 15.06.2009
А 15 mn video spot broadcast on
main Tajik station on 05.05.09 and
20.05.09
30,000 leaflets disseminated nationwide via
Babilon-M dealer agencies in cities of
Tajikistan.

6. Main Outputs
Partner websites post
DRR information and
links

7. Monitoring actions
 Monitoring of leaflet dissemination by Mission East and other
organizations
‘Mystery Client’ calls to Mission East, CoES, and Babilon Call Center to
test response of callbacks.
Feedback from Babilon-M dealers about people interested in the leaflet
 Number of visitors on Mission East DRR dedicated website

8. Cross–Visit to Uzbekistan
• A team went to Tashkent: Mission East, CoES,
BABILON and Beeline
• To meet with LLC “UNITEL” - Beeline Uzbekistan
and MoES/Uzbekistan…
• To discuss the development, processing and sending
information, communication and educational SMS-
mailing to the population.

9. Uzbekistan – What did they learn?
• Hydromet is a key player as the information provider
• Collaboration is mandated by the government, even
though Beeline is a private company.
• Information dissemination is the priority – there is yet
no mechanism to monitor acceptance of the message,
actions taken, or questions generated by the
information.

10. The Media Campaign: What Effect?
• Mission East, Babilon and CoES are currently
conducting a Rapid Recall Survey.
• 2700 respondents will indicate if they saw the TV clips,
and/or received a brochure.
• Survey will check for recognition of the sponsors.
• Survey will be disaggregated by gender and by age.
• Results by mid-December.
• Good visibility for all partners.

11. Next steps
Publish the results of the Cross Visit and
Lessons Learned
Publish the results of the Rapid Recall Survey
Potential Directions
Explore partnering with Hydrometeology Dept.
Call Center at CoES

12. Questions for Discussion
1. Should ‘partnerships’ between
public/private sectors be ‘mandated’?
Advantages/disadvantages of this…
2. How to capture the public’s interest in
warning or alert messages without
causing panic?
3. Is the benefit for the private sector
worth the investment?