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SocialTxt

Challenges Entered: 

What is SocialTxt?

The SocialTxt messaging platform uses the 120 "unused" characters of a 'please call me' (PCM) message to deliver a social call to action. Messages include a variety of user responses including directive to call the Helpline, SMS the Helpline, receive the location of the nearest VCT center, take a quiz or poll, or click onto a WAP (mobile internet) portal to learn more.

SocialTxt encourages individuals to access information that will allow them to make informed decisions about their health (and potentially, financial, economic and social security). This tool can be used by non-profit and for-profit partners to create and deliver effective messaging to enhance access to information and services for typically underserved populations.

How does it work?

SocialTxt uses PCM space as an interactive SMS billboard. In partnership with leading network provider MTN, SocialTxt currently leverages approximately 1 million HIV-AIDS-messages each day (from 1 Oct 2008 to 29 Sept 2009) to link South Africans to the National AIDS Helpline. The SocialTxt messages include a variety of user responses including directive to call the Helpline, SMS the Helpline, receive the location of the nearest VCT center, take a quiz or poll, or click onto a WAP (mobile internet) portal to learn more.

Results

SocialTxt has demonstrated that the PCM platform drives behavior change. In August 2007, SocialTxt increased call volumes to the National AIDS Helpline by over 200% (>1500 additional calls per day). In a follow up study two weeks later, one call centre indicated that 41% of its users had accessed HIV services following a SocialTxt campaign. Our current work with MTN, is demonstrating even greater returns.

Project Details
Project url: 
http://praekeltfoundation.org/products-and-services/socialtxt
Supporting organization: 
National Aids Helpline
Project Assessment
Financial support: 
Project has financial support
Sustainability Model: 
SocialTxt is an open-source tool that is freely available for NGOs to use.   It is self-sustainable because it does not require huge maintenance costs.   It can be adapted to suit unique partner needs and the only real cost of using SocialTxt is messaging.   Depending on the size of the audience and the nature of audience reaction / interaction required, SocialTxt might also require operational costs for running call centres.   SocialTxt is a messaging and information dissemination tool - once that is done, other partners and service providers needs to come on board to fulfill the need which this access to information has created.  
Expertise needed: 
Marketing/Media Expertise: The key to SocialTxt's success is partnership with NGO's and organizations across the continent to develop and delivery critical health and social service information.   Marketing and Media expertise is therefore needed to make NGOs aware of SocialTxt' potential and its applicability in non-healthcare settings (seeing that its efficacy in the health sector has already been proved)- i.e. to drive social change in the education, agriculture, governance, and other social initiatives.
Project goals: 
SocialTxt has been piloted successfully in various campaigns in South Africa during the course of 2007.   In 2008, SocialTxt has been the major messaging component of a massive HIV/AIDS campaign called "Project Masiluleke".   Project Masiluleke has 4 stages, and in stage 1, SocialTxt has exclusively been used to disseminate HIV/AIDS-messages and link South Africans with the National AIDS Call Helpline.   In a 9-week pilot of stage 1 of Project Masiluleke, over 50 Million "Please Call Me" messages have been sent - curtosy of leading network provider, MTN - and over 240 000 calls have been generated to the National Aids Helpline:   linking 240 000 South Africans to HIV counseling, testing and - support services.  
Identified Obstacles: 
The success of SocialTxt depends on 3 critical components, namely: Strong partners that can develop appropriate messages for the local contextCapacity of local call centres their ability to manage large volumes of calls. This constraint also offers a unique opportunity for creating employment by running a call centre administered by HIV positive people who can provide counseling and support based on first hand understanding of the challenges of living with HIV.Financial capacity to secure messaging space on ‘please call me' messages  
Submitted by PRAEKELT FOUNDATION on March 17, 2010 - 5:20pm

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