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Project Masiluleke - Mobile HIV/TB Testing Initiative

South Africa, Sub-Saharan Africa

Project Masiluleke ("give wise counsel" in Zulu) was a pioneering mobile health initiative launched in 2009 in South Africa to combat HIV/AIDS and TB. The project sent approximately 1 million daily HIV/TB messages via the unused space in "Please Call Me" (PCM) text messages - a free SMS service. Messages were culturally relevant and in local languages, connecting users to the National AIDS Helpline. The program tripled call volumes to HIV helplines and piloted TxtAlert for antiretroviral therapy adherence reminders. Later phases explored virtual call centers staffed by HIV-positive "gold star" patients and at-home HIV testing with mobile support.

Behavior Goal

Increase HIV testing rates, improve antiretroviral therapy adherence, reduce stigma around HIV/AIDS, and normalize help-seeking behavior for HIV/TB

Channels

Mobile/SMS

Implementers & Partners

  • Praekelt Foundation
  • PopTech
  • frog design
  • MTN South Africa
  • Nokia Siemens Networks

Donors & Sponsors

  • National Geographic Society
  • iTeach
  • Private donors

Key Takeaways

  • 1Leveraging existing free mobile services (Please Call Me) achieved massive reach at low cost
  • 2Culturally relevant, local-language messaging increased engagement and trust
  • 3Mobile phones provide private, stigma-free access to sensitive health information
  • 4Peer support from experienced patients (gold star model) adds credibility and empathy
  • 5SMS reminders significantly improve medication adherence

Sources

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