Project Masiluleke is an incentive program designed to provide HIV and AIDS information to people in South Africa. The program was announced at the 2008 Pop!Tech conference and has partnered with a cell company called MTN to send one million daily text messages with information about counseling and testing centers.National Geographic: Text Messages Used to Combat AIDS in S. Africa (October 24, 2008)
During testing stages in October 2008, the project increased daily call volume to an AIDS helpline by nearly 200%.National Geographic: Text Messages Used to Combat AIDS in S. Africa (October 24, 2008) Once residents receive the message and call the number provided, operators can provide information, counseling, and listings of testing centers.CNET News: Project Masiluleke Taps Cell Phones in AIDS Fight (October 27, 2008)
Messages
One message says: "Frequently sick, tired, losing weight and scared that you might be HIV positive? Please call AIDS Helpline 0800012322."National Geographic: Text Messages Used to Combat AIDS in S. Africa (October 24, 2008)
Another says: "HIV + & being mistreated by your family of friends? For confidential counseling call AIDS Helpline on 0800012322."National Geographic: Text Messages Used to Combat AIDS in S. Africa (October 24, 2008)
References
Fast Facts
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Called "Project M"
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Announced at 2008 Pop!Tech conference
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Sends 1 million text messages daily
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Provides callers with counseling and testing centers
