Get the Message: An Advocacy Campaign in the Caribbean
Name of institution that executes the initiative:
Healthy Caribbean Coalition
Type of institution: Civil Society or Non-Governmental
Other participating institutions:
PAHO, Sagicor, LIME, Digicel, Caribbean Broadcasting Union, One Caribbean Media Ltd.
What health topics does it address?
Where is the initiative being implemented?
Country or countries: Barbados, Trinidad, Guyana, Suriname, Jamaica, Montserrat, St. Lucia, St. Vincent, Antigua, Dominica, Haiti, BVI, Grenada, Anguilla, TCI, St. Kitts, Cayman
Locality or localities:
Is there a target group or beneficiary population? No
Initiative began in: May 2011
Is it still active? NoEnd date:September 2011
In 2011, the Healthy Caribbean Coalition developed an mHealth campaign called Get The Message Campaign to educate, inform and advocate throughout the Caribbean region for the greater awareness on Non Communicable Diseases (NCDs) and in support of the United Nations High Level Meeting on NCDs, with the hope that the meeting would bring additional resources to the Caribbean for prevention and treatment.
The Healthy Caribbean Coalition is a civil society network of NGOs throughout the Caribbean primarily focused on increasing the awareness of NCDs, namely, Cancer, Diabetes, Heart Disease and Lung Diseases. At present 60% of all deaths in the world are due to NCDs, worldwide statistics have shown that the Americas (inclusive of the Caribbean) is the region of the world that is MOST affected by chronic diseases
Using mobile phones, people from 17 Caribbean islands Barbados, Trinidad, Guyana, Suriname, Jamaica, Montserrat, St. Lucia, St. Vincent, Antigua, Dominica, Haiti, BVI, Grenada, Anguilla, TCI, St. Kitts, Cayman showed their support for the fight against NCDs by texting the word “YES” for FREE to a designated shortcode as their “Vote of Support” for the campaign. This mobile phone advocacy was supported by an educational campaign on NCDs made available throughout the territories via traditional and new media.
Every day millions of people in the Caribbean use mobile phones as a tool for communication, information and education. The Healthy Caribbean Coalition developed strategic partnerships with the (2) main mobile companies within the Caribbean, (LIME and Digicel) to develop the mHealth Advocacy throughout the 17 territories. The mobile phone companies provided the designated shortcodes, ensured that the customers were not charged to send their SMS of support and provided the reports on the total number of messages of support that were sent to the designated shortcodes.
The mobile phone advocacy was also supported by a Get The Message Facebook page. The number of “Likes” of the page were also added to the compliment of SMS messages of support. The Facebook Page and Twitter also served to inform and educate the public on NCDs and the UNHLM.
Traditional media still continues to serve as the main forum through which the people of the Caribbean receive information. A strategic partnership was developed with the main media networks in the Caribbean – One Caribbean Media which represents the largest spread of radio networks and newspapers in the region and Caribbean Broadcasting Union, which represents the largest compliment of television stations / broadcast network throughout the Caribbean to disseminate the radio, press and television advertisements that were produced, through funding by Sagicor Inc. (a major life/health insurance company in the region) and with the support of the Pan American Health Organization (PAHO).
In September 2011, we were pleased to report that we had received over 700,000 messages of support from the mobile phone subscribers and the Facebook “Likes”
Looking back we can note that there were initial obstacles to the launch of the mobile phone campaign. It was the first of its kind within the Caribbean and it took some negotiating with the (2) main and rival mobile phone companies to work on a campaign together. We also had to overcome the delays in process of implementing the technical elements of the provisioning of the shortcodes by launching the Facebook page to keep momentum about the campaign.
When the shortcodes were activated it was not simultaneously done throughout the Caribbean, thus the start date of the campaign was staggered. In one island, Trinidad, implementation and authorization from local statutory boards to complete campaigns with their subscribers was problematic and we saw low subscription there.
We had set ourselves a personal target and with September nearing we implemented a radio “Textathon” throughout the English speaking territories to drive the final total towards our goal. During the “Textathon” the radio DJs promoted the campaign and encourages listeners to send the SMS of support. Volunteers from the HCC also conducted radio interviews throughout the day to add further support. In Haiti “Get The Message” rebranded in Kweole as “Di Tout Moun” was promoted via a branded “Di Tout Moun” mobile van with volunteers and loud speakers delivering the Di Tout Moun theme.
We also engaged our local partners. Sagicor supported the promotion of the campaign via their large staff compliment. They disseminated information to all of their staff throughout the region and the staff added links to our campaign to their email signatures.
During the months of our campaign Sagicor, LIME and Digicel sponsored large outdoor events including a regional cricket tournament and cultural initiatives and they promoted the campaign by showing stills of the Get The Message advertising on their large multimedia screens.
Another campaign supporter, a supermarket chain in Barbados, Super Centre showed the stills of the Get The Message advertising in the supermarket at their checkout terminals and in store screens.
A Barbadian soca artiste – Blood – provided a jingle for play on the radio to show his support for the campaign.
The campaign advertising was also aired on the large multimedia screens prior to the commencement of the Rihanna concert in Barbados.
Building on the success of Get The Message, the Healthy Caribbean Coalition intends to continue to use this model of mobile phone advocacy as one of its pillars of strategically improving the awareness on NCDs throughout the region and intends to replicate this program outside of the English speaking region.
It also intends to develop other models of mHealth advocacy to be launched in 2013 specifically aimed and Cervical Cancer.
Links to videos on YouTube, Vimeo or similar sites:
Main Contact: Ms. Shivonne Johnson, mHealth Coordinator
Organization: Healthy Caribbean Coalition
Name and Title: Mr. J. Edward Clarke, Chief Operating Officer & General Manager
Organization: Sagicor Inc.
Name and Title: Mr. Alex McDonald, Country Manager
Name and Title: Mr. Alex Tasker, Commercial Director
Name and Title: Patrick Cozier, CEO
Organization: Caribbean Broadcasting Union
Additional contact information
Name and Title: Mr. Victor Fernandes, CEO Institution/Organization: One Caribbean Media Email: firstname.lastname@example.org Name and Title: Dr. Tomo Kanda, Advisor on Chronic Diseases and Mental Health Institution/Organization: Pan American Health Organization Email: email@example.com Name and Title: Mr. Chris Hassell, Social Media Coordinator Institution/Organization: Healthy Caribbean Coalition Email: firstname.lastname@example.org
For more information on this experience, please do not hesitate to contact us.