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DESIGN FOR PERSUASIONGent, Belgium

30th September 2010

Hajo van Beijmahvanbeijma@texttochange.com

@hajovanbeijma

How “Text to Change” behaves:

Healthcare focused behavior change via the use of mobile telephones in emerging markets.

Social value added mobile service provider. Working with images and voice but in love with the 160 character limit.. the text message!

-Offices in The Netherlands and Uganda;-6 people staff;-12 finished mobile health campaigns, 5 active campaigns in 5 countries;-5 ongoing research studies;-Partnerships with 15 organizations;-Scale to 12 countries in 2011 and 2012.

Current HIV/AIDS awareness campaigns in Lesotho and Malawi:

Impact:

2008: 15,000 participants. Uptake in HIV testing 35%, Uganda.* 1 HIV/AIDS program for Ugandan NGO

2009: 80,000 participants. Uptake in HIV testing 40%, Uganda, Kenya and Namibia.* 4 sms based Workplace programs on health for telecom operator, sugar factories, cobolt mine.* 4 HIV/AIDS, Yellow Fever, TB and Malaria programs for local NGO’s.

2010: 90,000 participants. Expansion to Tanzania, Bolivia, Cameroon, Mali, Madagascar and Ghana. * 7 sms based workplace programs. * 4 large scale public programs.

Uptake in HIV testing via sms

Family planning and clinic information via sms

Text to Change: If it works, why does it work?• Partnerships with mobile operators, telecom industry, NGO's and governments;• Software that will work in Africa;• Demand driven programs;• Local content;• Interactive education.Goals:• Create more awareness;• Gather data on knowledge;• Increase testing via sms referral.

Research programs:

- University of Oslo, Norway, department of Media and Communication: Mobile Communication andBehavior Change in Action.- University of Utrecht and KIT, The Netherlands: Uptake in HIV testing via the use of sms.- Makarere University Uganda and Microsoft: Improve TB treatment completion.- IBM Research, USA: Mobile Phones for Health Education in the Developing World: SMS as a User Interface (Danis, Ellis, Kellog)- Family Health Int.: The use of mobile phones in family planning messages in Kenya, Tanzania and Ghana.

Sms as medicine reminders

Even in developing countries persuasive technology works, but learn from failures… they exist.

www.texttochange.com+31 20 486 6091amsterdam@texttochange.com

Impact and scale through partnerships, campaigns and research! Focus on end-user.