Mobile Marketing Case Study: TB/HIV Care Association

Working towards a TB and HIV free community.

Introduction

TB/HIV Care Association is a non-profit organization that aims to improve TB management by increasing access to Tuberculosis and HIV diagnosis, care, treatment and community-based adherence support.

They have focused specifically on the challenges associated with undiagnosed and untreated TB, HIV and STIs. By addressing these challenges they aim to decrease morbidity and mortality, decrease transmission, and improve clinical response.

Their integrated approach to addressing both TB and HIV issues has proved the organization to be a pioneer in implementing a parallel system of support for TB & HIV clients.

TB/HIV Care Association has long sought to spread awareness of the symptoms of TB via mobile media, since it is important that people know the symptoms of TB so that they can go to a clinic for a free TB test.

In a South African context, this is particularly important because the country has one of the highest number of people living with HIV in the world, and TB is the leading cause of death in people living with HIV.

Mobile competition winner with GraphicMail

GraphicMail called for Non-profit candidates to submit a mobile marketing concept that they thought would best benefit their organization. This could have been a short survey, a feedback form or poll, content they wanted to share, a call for sponsorship or a promotion for a specific event. These NGO's also had to tell GraphicMail more about their mission and why they believe that reaching their contacts via mobile marketing would enhance their operations and help achieve their cause.

This was when TB/HIV Care sent us their creative campaign idea which secured them a position as one of the winners.

The Challenge

The TB/HIV Care Association developed an acronym “ACT NOW”, to help people remember all the symptoms of TB.

Their aim was to use the opportunity of the mobile campaign to spread awareness of this acronym and therefore of the symptoms of TB. This would also them to test what percentage of people were able to name a symptom of TB, and therefore measure health awareness in the community.

They proposed sending out a question asking people to name a symptom of TB in order to stand a chance of winning an iPod Shuffle. Once entrants submitted their answer, they would then receive an SMS thanking them for their entry and listing the full acronym and TB symptoms in a fun and memorable way.

The Results

TB/HIV used all the cellphone numbers that have been gathered from people who have attended their awareness sessions and therefore had a ready database of people to send to.

• The mobile marketing campaign achieved a good open rate and response, promoting more regular future use of the GraphicMail mobile tools. The mobile campaign delivery rate was at 92%, and they achieved a click-through rate to their mobile site of 10%. Some recipients had feature phones only, which meant they couldn't proceed to the mobile site, but they still received the text and contacted TB/ HIV via other channels. Of the 10% who clicked through to the mobile campaign, ALL proceeded to submitting the online mobile feedback form, and motivated friends to do the same via sharing the SMS + link mobile message. This doubled the amount of feedback received through the mobile campaign.
• GraphicMail also provides TB/HIV Care with a bulk email service which enables them to distribute their newsletter electronically to their friends and funders. They welcomed the opportunity to expand their knowledge of how best to utilize mobile marketing to spread awareness messages and gain exposure and support for their organisation.

Text message campaigns are fund-raising miracles. They allow almost any cellphone user to instantly turn his or her support into a donation. It can be challenging to navigate the mobile world. These paper-free campaigns rid the donation process of several steps that may dissuade donors from giving.

GraphicMail's support for Non-profits has been recognized with a prestigious Marketing Sherpa 2011 Email Award for their 2010 Susan G. Komen Global Race for the Cure email campaign.

About GraphicMail

Quattro Internet Solutions (Ltd) t/a GraphicMail’s hosted email marketing solution is used by customers such as Cosmopolitan, SA Airlink, Europcar and the American Medical Association since 2002. It is available in ten languages and is represented by over 17 offices globally. Follow GraphicMail on Twitter, Facebook and their email marketing blog.

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