Mobile technology solutions for health promotion and health care (mHealth) have come to dominate discussions of technology, people-centered health care, data collection and on-demand prevention services. This presentation will describe and discuss the collaborative process to conceptualize, develop and implement a public health communication and education campaign that leverages SMS technology to engage traditionally hard-to-reach populations. This will cover the content development, testing process, ongoing analysis and improvement of the service, as well as best practices for planning, implementing and evaluating the broader social marketing campaign.