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"Please Call Me" Messages with HIV Info: Mobile Social Marketing in South Africa

Posted by CorinneRamey on Dec 15, 2007

"Please Call Me" messages are a popular cultural form of mobile communication in South African society. These USSD messages are used to advertise everything from car insurance to domestic airlines to the local corner store. Today, thanks to a recent project by SocialTxt, these free messages are used for the first time ever for social marketing: to encourage South Africans to get tested for HIV and obtain AIDS information.

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