Jan-Willem Loggers Skype: jan-willem_ttc Mobile4Development Communications for Change Mobile technology as an effective behaviour change tool for health? Illustrated with case study: Mobile4Reproductive Health (m4RH) Co-presenters (FHI 360): Kelly L’Engle Heather Vahdat Kelly Cheung

Program of webinar Mobile4Development Introducing TTC & FHI360 Case study 1: m4RH Case study 2: mSTAR Challenges Recommendations Mobile4Development Introducing TTC & FHI360 Case study 1: m4RH Case study 2: mSTAR Challenges Recommendations

Mobile in the developing world? Mobile subscribers: developing countries are rapidly overtaking ‘developed countries’. Mobile subscribers: developing countries are rapidly overtaking ‘developed countries’.

Mobile access in Kenya and Tanzania (Inhabitants per 2013 (estimate): Kenya: 44mln, Tanzania: 48mln) Mobile access in Kenya and Tanzania (Inhabitants per 2013 (estimate): Kenya: 44mln, Tanzania: 48mln)

Competition is driving innovation

Entrepreneurial spirit Phone charges for all phone types

Mobile money Mobile payments Mobile internet Information services Mobile Wikipedia Mobile money Mobile payments Mobile internet Information services Mobile Wikipedia Innovation of services to increase operators’ added value mHealth mAgri mFinance mEducation mHealth mAgri mFinance mEducation

Network coverage African mainland: +86%. 53% of African population (1 bln.) has a mobile subscription 1 million new subscribers per month Smartphone use: 5,1% (!).. The world connected mHealth: The application of mobile technology in healthcare in the broadest sense

NGO founded in 2007 in Amsterdam HIV quiz and testing promotion in Uganda Social Mobile Service & Content provider; TTC develops Interactive and Incentive based mobile programs; Mobile Tools: SMS; Voice - IVR; Smartphone Apps Work together with local partner or local agents as well as international organizations; 25%-72% participation rate in campaigns; Multimedia approach Pioneer in mobile campaigning in Africa. Text to Change

 Examination of different available platforms  Interactive tool for mass communication for basic phones  Toll free short code integrated into all networks  Multilingual  Scalable  Personalized messaging  Cloud hosted server  Partner login and management of content TTC SMS platform

Do you think a healthy looking person can have HIV? 1.Yes 2.No To reply send: QUIZ to 8181 Do you think a healthy looking person can have HIV? 1.Yes 2.No To reply send: QUIZ to 8181 Users participate in free Health quizzes Well done! Someone who looks healthy may be HIV positive and could infect others. To know your own and your partners’ status, you should test for HIV together

Wazazi Nipendeni Tanzania Project launched in December people have interacted in the first month recurrent users messages have been sent – planned traffic of 1,5 mln. messages monthly

Use technology as a tool, not as a goal Mobile communication is a tool to facilitate communication to, from and between beneficiaries and does not substitute existing (possibly non working) structures on the ground. SMS = 160 characters Connectivity Measure impact Sustainability Challenges:

HealthNutritionEducation Economic Development + Livelihoods Civil Society + Peacebuilding Environment Research Technology Gender Equality Youth Social Marketing + Communications FHI 360: A Comprehensive Approach to Human Development

Welcome to M4RH free info service. For implants reply 11, IUD 21, permanent 31, injectable 41, pills 51, EC 61, condoms 71, Natural Family Planning 81, Clinic finder 91. Countries Kenya Tanzania Rwanda Countries Kenya Tanzania Rwanda CASE STUDY 1 – M4RH Reproductive health in East- and West-Africa CASE STUDY 1 – M4RH Reproductive health in East- and West-Africa + + Need: 220 million women lack access to family planning (FP) Many cultural, normative, cost barriers to family planning m4RH supports Millennium Development Goals 4, 5, 6 Need: 220 million women lack access to family planning (FP) Many cultural, normative, cost barriers to family planning m4RH supports Millennium Development Goals 4, 5, 6 Advantages of m4RH: Private medium but easily shared Trustworthy (information WHO based and pre-tested) Easy to set up – sharable, scalable, replicable Multiple menus Multiple languages Advantages of m4RH: Private medium but easily shared Trustworthy (information WHO based and pre-tested) Easy to set up – sharable, scalable, replicable Multiple menus Multiple languages

SYSTEMATIC DEVELOPMENT PROCESS 1. Concept testing with family planning users in focus groups and interviews 2. Message Development in 160 characters; based on literature and evidence, global and country-level guidelines, translated if necessary 3. Message Approval by MOH and global and local content experts 4. Message Testing with target populations 5. Usability Testing to refine system interaction and navigation CASE STUDY 1 – m4RH IMPLANT MESSAGE: Implants are small rods placed under skin of woman’s arm. Highly effective for 3-5 years. For married and singles. May cause light irregular bleeding. When removed, can become pregnant with no delay. No infertility or birth defects.

KeywordContent # of queries KenyaTanzania m4RHMain Menu , 01, 02, 03Secondary Menus Implants IUDs Permanent Methods Injectables OCPs Emergency Contraception Condoms Natural Methods ALL METHODS Clinic Locations Total Hits39,215517,777 Information Accessed Through m4RH

Using the TTC system for evaluation SMS Question: Please tell us your sex and age. For example, ‘female 29’ or ‘male 17’ SMS Answer: Female 26

CASE STUDY 2 - mSTAR Mobile Solutions Technical Assistance and Research Program A broad, flexible, and responsive technical assistance and action learning mechanism to leverage mobile solutions within USAID Fosters the rapid adoption and scale-up of mobile money, mobile technologies and mobile data solutions in developing countries. Consortium of 25+ partners (including Text to Change) working in mobile data, money, and access Services from diagnostics to advanced technical assistance

Development Activity Plan and Budget Partner Identification Work PlanningImplementationClose-Out mSTAR Activity Cycle

 (re-) consider your resources  Set realistic timelines – something always comes up  Involve right mix of communication channels  Combine traditional media (radio, newspaper, poster) and new media (Mobile)  Get your context right  Needs and communications assessment  Research the ‘Local factors’  Technology is a tool, not a goal in itself  Incentives work Illustrative Activities - mSTAR Partner Technical Assistance Plans: Customized technical assistance action plans based on identified capacity gaps. Tailored Tools: Customized assessment and analysis resources to inform and improve mobile money services, harness mobile data solutions for program implementation and reporting, and access to mobile technologies. Training & Capacity Strengthening: Field-based training on leading practices and technical strategies to enhance local capacity and expertise in mobile technologies. Partner Coordination Workshops: National or local stakeholder meetings to build cohesion, to strengthen or create community networks and developing the mobile technology ecosystem. Global Best Practices Guidance Documents: Quality assurance checklists and other technical resources to support implementers’ adherence to standards of practice

 (re-) consider your resources  Set realistic timelines – something always comes up  Involve right mix of communication channels  Combine traditional media (radio, newspaper, poster) and new media (Mobile)  Get your context right  Needs and communications assessment  Research the ‘Local factors’  Technology is a tool, not a goal in itself  Use existing infrastructures and social relationships Lessons learnt:

1. Understand the context: where and with who do you work?; 2. Comprehensive program design takes time; 3. Impact only comes with partnerships. Stick to your expertise and allow commercial partners/sponsors, search for synergies; 4. Plan multiple moments for M&E. Be flexible and adjust where required; 5. Keep it simple! (KISS) Main recommendations Successful mHealth projects: Are easy to use; Have wide and easy access; Are relevant;

 Offers enormous scaling potential;  Cost-effective and efficient communication;  Fast and real-time;  Complex design, easy to use;  High-quality, user-driven data input.  Offers enormous scaling potential;  Cost-effective and efficient communication;  Fast and real-time;  Complex design, easy to use;  High-quality, user-driven data input. Summarizing: Mobile4Development / mHealth Summarizing: Mobile4Development / mHealth

Thank you Ideas, suggestions, questions? Jan-Willem Loggers Skype: jan-willem_ttc FHI360 details: