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Using Mobile Marketing for Social Change

by Julia Willcox

2009/12/10

To coincide with world AIDS day last week, The Grid in partnership with the HIV-911 Program, have launched a mobile HIV help centre. 11 000 HIV-related supported services across South Africa have been mapped out on The Grid. These support services cover prevention, treatment and support.

Vodacom’s The Grid is a location-based mobile social network that is available to anyone with a WAP enabled mobile phone. The Grid is overlayed on street maps allowing the user to tag content, recommend venues and find directions. Users can also chat with other users across South Africa and share photos and videos.

The Grid

The HIV-911 initiative makes use of South Africa’s high mobile penetration of 83% and the wide user base of the GRID to connect with individuals. Users can see on their mobile phones which support centers are closest to them, receive contact details and directions to the centre.

The GRID has been identified as a means of reaching a younger audience with the message to get tested and to know your HIV status. This is not the first time that mobile marketing has been used to fuel social change. Last year, rival mobile operator MTN, ran a similar campaign through their Please Call Me service. This campaign resulted in over half a million calls going through to the HIV/AIDS call centres in the first six months.

Out of all the World AIDS Day initiatives I have to say that this is the most useful. And that’s not just because I’m bias. While most initiatives tend to focus on awareness and fundraising, this touches on awareness, prevention and treatment. It goes straight to the individual and immediately offers them real value .

I think that we are going to see more campaigns like this coming up as larger companies like Vodacom look to incorporate social investment as a marketing tactic. I also think we are going to see more small non-governmental organisations moving toward mobile to connect with their audience. As mobile penetration in South Africa continues to rise, partnership like this one between HIV-911 and The Grid becomes a match made in heaven.

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Really interesting campaign. Would love to see the response cell phone users have to a slightly more complicated platform.

Posted by Chris Calitz on 2009/12/10

Good point Chris. The Grid is a slightly more complicated platform than the simple 'Please Call Me'. I think they are aiming this campaign at a younger target audience, who are already familiar with this platform. That said, it will be interesting to see if this has an effect on the amount of people they manage to reach. I'm definitely going to keep my eye on this campaign!

Posted by Julia on 2009/12/11

Great initiative! I think it's a relevant method in this day and age to reach young people and urge them to get tested.

We know it's stressful getting your HIV test done but it's soooo important. I've been three or four times (to test myself whilst accompanying some anxious friends) and we all left feeling relieved.

Chris, I would also be interested in how young folk reply. Keep us updated with how it goes, Julz! :)

Posted by Katie on 2009/12/11

Great initiative. Few things have captivated the youth of SA like cellphones.Why not make use of them? I think its an excellent platform to spread awareness.

Posted by Bunsen Burner on 2009/12/11

Thanks for the comments guys. It's great to see a topic like this sparking so much interest ;)

Posted by Julia on 2009/12/11

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