Mobile technologies can be used beyond just mobile giving to engage communities and disseminate important health information. Examples discussed include the CANFAR mobile giving program, YWCA's Safety Siren app, and Toronto Public Health's TOHealth text messaging service. These initiatives show how mobile platforms allow organizations to reach wider audiences, especially youth, in innovative ways to promote issues like cancer support, women's safety, and sexual health.

1. Beyond Mobile Giving
Using mobile as a tool for social engagement

2. Beyond Mobile Giving
• CANFAR’s Mobile Giving & Subscription Alerts
• YWCA Safety Siren app for iPhone
• Toronto Public Health’s TOHealth Text Messaging Service
• Policy, Barriers, Advocacy & Organizing: how to get it done
• What’s the ROI?
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3. CANFAR’s Mobile Giving &
Subscription Alerts
The REAL Deal on Text Messaging

4. 4

5. “Text Ribbon to 30333”
RIBBON
DONOR
To confirm your $5 donation to CANFAR, reply with the word
YES. INFO? Visit hmgf.ca/t or txt HELP. Txt STOP to cancel.
CANFAR
YES
DONOR
Thanks for supporting CANFAR this World AIDS Day. Ribbon
here: canfar.com/rr (data rates may apply). To join our Inner
Circle, reply YES CANFAR
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8. Text Ribbon to 30333
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9. How it all works.
• 4 keywords (ex. Ribbon, HIV)
• Mobile Giving Shortcode: 30333
• Limited functionality/programming
• Receipts through MGF
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10. A few stats.
• Mobile Giving launched in Canada in
November 2009.
• 99,000 donations made to February 2010.
• $497,000 raised by 26 charities.
• Haiti.
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11. Service Providers.
• MyThum Interactive
• Zipstripe
• Atlas Telecom Mobile
Fee Structures:
• Flat
• Per donation
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12. Alerts / Subscription Database
• Vanity shortcode: 22033
• Subscriber database/blasts, including contests,
voting, trivia.
YES
DONOR
CANFAR: Thanks, you are signed up for mobile alerts! You will
receive 1 alert per month. To quit, reply STOP CANFAR
22033
CANFAR: Thanks for your commitment to end AIDS. You are now
signed up for CANFAR's Inner Circle. To unsubscribe at any time,
reply STOP CANFAR
22033
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13. Alerts / Subscription Database
Monthly Reminders:
Current CWTA Requirement.
CANFAR: You are subscribed to CANFAR monthly subscription
alerts billed at standard rates (1 alert/month) To quit, reply STOP CANFAR
22033
CANFAR: Thanks for your commitment to end AIDS. As a
member of our Inner Circle, only standard txt msg rates apply. To
leave, reply STOP CANFAR
22033
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15. • Separate database for campaign
• Same monthly messages

17. YWCA’s Safety Siren App for iPhone
Healthy Dating? There’s an app for that!

18. • YWCA Canada is the country’s oldest and largest women’s
multi-service organization
• 33 Member Associations across the country, 400 districts
• Outreach to 1 million women, girls and their families
• Turning Point Programs for Women and Girls™
• Personal safety, economic security & well being
• Largest single provider of shelter in Canada for women leaving
domestic abuse
• Second largest provider of child care
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19. • Commitment to violence prevention
programs for girls and young women
• GirlSpace: 20 locations, 2000+ girls
• Psycho-educational programming, self-
esteem, body image, safe surfing
• Early prevention & intervention
strategies
• www.ywcagirlspace.ca
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20. • Power of Being a Girl™
• Part of YWCA’s annual Week
Without Violence™
• Supported by Government through
HRSDC
• Girl-led conferences, 27 locations,
annual event, 9,000 participants
• Many forms of outreach
• Zine: A Girl’s Guide to Knowing Her
Rights
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21. Why build an app?
• Expand Power of Being a Girl™ initiative
• Innovative way to do outreach
• Offers girls reliable, well-researched and
trusted anti-violence & sexual health info
• Get girls where they live
• iPhone offers a level of privacy websites
do not
• Another tool in the box (one of many)
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22. YWCA Safety Siren
• Part of the Power of Being a Girl™
initiative
• Uses material from the zine
• Turns an iPhone into a multi-functional
safety device
• Available in ENG & FR
• Download it for FREE
• Siren is the draw
• Sexual health information is the anchor
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23. 5 Active tabs
• Safety Siren
• Safe Date
• Health
• Dating 911
• Geolinks
• Key elements of safety, sexual health,
crisis intervention and prevention
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24. Settings options
• Allow user to pre-set emergency contact
for email
• Emergency contact for phone
• Choice of alarm sounds
• Choice of home screens
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25. • SOS functionality
• Emergency email sent
when alarm is set off
• Urgent email is either
pre-populated or
manually generated
text
• Geo-locates user via
Google maps
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26. Safe Date
• Plain language Q & As
• FAQs on issues important to young
women
• Important info:
• BEFORE heading out on a date
• WHILE on a date
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27. Health
• Covers sexual health & wellness
• Issues ranging from STIs to pregnancy
• FAQs on medical confidentiality, birth
control options, pregnancy and
abortion
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28. Health
• Information is easy to understand
• Puts onus of knowledge on the user
• Encourages her to be responsible for
her own sexual health
• Uses supportive, informational, non-
judgmental language
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29. Dating 911
• Tips and facts on violence against
women
• Focuses on dating red flags:
• Date rape
• Abuse
• Stalking
• Assault
• Sexual assault
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30. Dating 911
• Defines myths and facts on common
dating misconceptions
• Connects users to local services and
crisis centres
• Offers simple, supportive suggestions
when seeking help in 911 situations
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31. Geolinks
• Geo-locates users to local services
based on proximity
• Purple pins indicate non-urgent care
services including YWCAs across
Canada, clinics, sexual health centres,
police services
• Red pins indicate hotlines and
emergency crisis centres
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32. Geolinks
• Geolinks function on two tabs, either
“around me” or as general “resources”
• Resources connect users with over 250
clinics and services across the country
organized by category
• Services in all provinces and territories
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33. Geolinks
• Each resource has an individual
information screen
• Screen outlines location and service
options such as fees, emergency
options and after hours
• Connects users via phone, map, and
website
• Offers directions via Goolge maps
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34. • 5 months to build; 6 months to convince
my CEO/Board
• $10,000 to build; another $10,000 for
design, translation, consultation,
promotion
• Steep learning curve (this is NOT a
website); but the terrain navigate-able
• It’s Apple’s sandbox – play using their
rules or don’t bother playing
• Already planning my next app(s)
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35. Toronto Public Health’s TOHealth
Text Messaging Service

36. The Strategic Thinking
Toronto Public Health’s (TPH)
sexual health new media
strategy
• TOHealth: providing the first
mobile platform for reliable,
transferable sexual health
information
• TOHealth Facebook Ad, Fan Page
• TOHealth Java App and Proximity
Marketing
• M2Men Application
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37. TOHealth Mobile Strategy Rationale
• Cell phone is considered more personal and direct (than
internet and email) and in a healthcare context SMS has several
advantages:
• From one to many, can be in different languages
• Message held by recipient
• Held and stored on a personal, mobile device, accessed
whenever convenient and as often as they like
(“The role of mobile phones in increasing accessibility and efficiency in healthcare”, Analysis of calls
NHS Direct, March 2006)
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38. Mobile Stats
• In 2008, ¾ of Canadian households have cell phones
• In 2009, there were 22 million wireless subscribers
• Younger households, 35% of households comprised of just
youth between 18-34 rely exclusively on cell phones
• Canadians sent 7.8 billion person to person text messages in
Jan-March 2009.
(Canadian Population: 33,311,389; Toronto Population: 2.48 Million)
(Stats Canada; Canadian Wireless Telecommunications Association; Strategy Magazine,
Sept. 2009.)
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39. Why a mobile outreach strategy?
• Research with young women aged 16-24 in priority
neighbourhoods in Toronto indicated that youth use their
social network to obtain information about sexual health,
recommendations for care, and personal support. (Generating Local
Knowledge for Local Solutions, TPH, 2006)
• TOHealth provides a platform for Peer to Peer dissemination
of reliable sexual health information.
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40. TOHealth Text Messaging Service
• 15 scripts, built in consultation with
Planned Parenthood Toronto staff and
youth advisory
• Scripts: provide keywords to shortcode
365247, info on clinics, STI prevention,
testing and treatment, birth control info.,
youth-centred counseling, sexual decision
making.
• Standard text messaging rates apply.
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41. TOHealth Facebook Ad Campaign
• Targeting youth 13-19
• At secondary school
• Sept-December 2009
• Total Impressions 49,949,840
• Click-throughs to TOHealth fan page 7108
• Cost of ad $3,814.33
• Total Fans on Facebook Page 511
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43. Mobile Marketing
• Toronto Public Health has used Proximity Marketing
(Hypertag) in three social marketing/health
communications campaigns.
• InSPOT Toronto
• Taking Action on Chlamydia Campaign
• TOHealth text messaging.
(Also used by TPH at Mumps Vaccination Clinics)
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44. • Connecting to the mobile service and
mobile health communication through
proximity marketing with Hypertag
• Hypertag uses technology
to deliver campaign specific
digital content into the mobile handsets
of consumers
• FREE of charge to target audience
• Set phone to discoverable, prompted by
broadcasting unit to download free
message from Toronto Public Health,
OPT IN.
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45. Hypertag Download
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46. TOHealth Java App
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47. TOHealth, Java Application and Proximity Marketing
Mobile strategy for mobile service
• TOHealth Java App developed to “point a cell phone”
to the service
• Rolled out with Proximity Marketing at malls in
priority neighbourhoods to Toronto youth
• 18% conversion rate
• Jump in TOHealth user rates
• Java App goes online for internet downoads
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48. Case for mobile marketing of mobile services
• Fully trackable
Provides information like the date, time, model#,
success, failure, etc.
• Consent
Receive health info upon agreeing to accept message
• Tangible Recall
A campaign’s message is extended as long
as the content remains in the mobile phone.
• Discreet
Sensitive messages can be delivered without
requiring any personal information in return
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49. What’s Next in mobile services at TPH?
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50. What’s the ROI?
• Hard
• Soft
• Invisible
• Sell in the absence of ROI
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51. Recommendations
• Find out what’s out there, don’t overlap
• Go early, make your mistakes now
• Crowd sourcing
• Engagement and Stakeholders
• Ownership
• Time is not always your own
• What’s the hard sell?
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