mobile marketing to save South Africa

That's the goal of Project Masulileke, a campaign with the goal to raise awareness of testing for HIV/AIDS in South Africa. They new they needed a new way to educate the public, only 5% of the population had ever been so how are they going to do it? With texts!

The first stage of the project – which has already shown remarkable results in early trials – involves sending out free text messages to millions of people every day urging them to call a confidential phone line if they have any concerns about HIV and Aids.

The organisations backing Project Masiluleke said text messaging was being used because mobile technology is so pervasive in South Africa and remains private. At least 90% of people carry a mobile there...

A great case study for mobile marketing. Why aren't we so savvy here in the U.S.?