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Background: Mobile is considered the 7th Mass Media, with an amazing potential to reach and actively engage with further reach than previous media channels. Yet unlike broad reach media like television or radio, mobile allows for personal, on-demand and context-specific interventions. In a statement offering its support for a new text messaging campaign, the White House stated that “about 90 percent of U.S. residents have mobile phones, and texting is prevalent among women of childbearing age and minority populations that face higher infant mortality rates.”[1]
Mobile technologies are being used to great success across the globe to improve public health outcomes. A study by Greenberg Quinlan Rosner Research found that 86% of non-governmental organization (NGO) employees use mobile technology in their work, and 25% believe it has revolutionized the way their organization or project works.
Program background: This session will explore the different types of mobile offerings: text messaging, mobile web, mobile applications, within the context of achieving public health outcomes. Examples of successful programs targeting different populations will be explored and best practices will be identified.
Evaluation Methods and Results: Each case study will be shared within the context of its demonstrated outcomes.
Conclusions: Mobile is a ubiquitous media channel that can be employed to connect with previously hard-to-reach audiences. Mobile technologies not only offer a means to connect with individuals in a context-rich, time-sensitive way, they also offer the means for messages to be easily spread by individuals within their own communities.
Implications for research and/or practice: Armed with a clear understanding of the different mobile opportunities, organizations will be able to effectively plan and implement mobile campaigns that connect with populations that were previously considered hard-to-reach. 1. http://www.reuters.com/article/idUS122789017820100204