Exploring Examples of Mobile Technologies in Development

Jessica Heinzelman Senior ICT Specialist

SOCIAL MEDIA

#ICTKH @jaheinzelman

@daiglobal facebook.com/DevelopmentInnovationsKH

About me I have a Masters in International Development

I don’t know how to code

I’ve worked with organizations like Kiva.org, Ushahidi & DAI

I’ve been to over 33 countries in the world

I started working in ICT4D because…

Photos:  Mao  Lan,Mao  Chandy  &  Jessica  Heinzelman  

There are nearly 5 billion mobile connections in the developing world.

Each line is an opportunity to

connect directly to an individual.

What is the question we need to ask?

a)  How can development organizations use mobile phones?

b)  How can development organizations use mobile phones to improve impact & scale?

Technology is a tool, "not a development intervention.

Today: 1) PROCESS 2) EXAMPLES

from DAI & personal projects

3) Q&A

PROCESS Mobiles for Impact & Scale

Determine the Goal

Understand the Communication

Landscape

Select the Appropriate

Tools Focus on the

the Whole Continuous Feedback

Determine the Goal Development-focused Not technology-focused ✓ Improve  livelihoods   ✗ Use IVR to…

Understand the Communication Landscape How does information flow? How does your audience

communicate?

Select the Appropriate Tools

SMS   IVR   USSD  

✓   ✓  

…based communications landscape & project objective

Focus on the Whole

ALLOCATION  OF  TIME  

TECHNOLOGY tech development and/or set-up, training, testing

ALL THE OTHER STUFF outreach, marketing, partnerships, content development, training, integration into activities, monitoring & evaluation, etc.

Adapted  from  Chris  Blow’s  Alloca&on  of  Time:  Deploying  Ushahidi  

Continuous Feedback

EXAMPLE Security & Justice for Women and Girls in Sierra Leone

Security & Justice for Women and Girls in Sierra Leone

Goal

Improve knowledge of laws and access to security and justice services for 700,000 women and girls in rural Sierra Leone

Security & Justice for Women and Girls in Sierra Leone"

Comms

•  Information is filtered through community leaders & men •  There is no single place women go for information •  Women’s access to ICT is controlled by men

Community  meeMngs  deliver  info  at  the  discre&on  of  leaders  

Women  listen  to  the  radio  in  the  evening,  but  men  choose  the  program  

Women  can  borrow  phones,  but  privacy  and  assumpMons  are  issues  

In  the  most  disconnected  locaMons  people  listen  to  music  stored  on  SD  cards  

Posters  are  few  and  provide  incomplete  informaMon  

Security & Justice for Women and Girls in Sierra Leone"

Tools

Need to deliver quality information through multiple communication channels to ensure they have access through one or more information sources

Quality  InformaMon  

Non-­‐literate  Materials  

Advice  Line  Radio  Programming  

Security & Justice for Women and Girls in Sierra Leone"

Tools

Multiple channels can stand alone, but also reinforce each other

Quality  InformaMon  

Non-­‐literate  materials  

adverMses  and  builds  trust  in  the  advice  line  

Advice  Line  

Radio  adverMses,  

models  use  &  builds  trust  in  advice  line  

Security & Justice for Women and Girls in Sierra Leone"

Focus

Identified content and partners that were already doing similar work and developed agreements and a project plan to guide the implementation

BBC  Media  AcMon  

DAI   NamaM  

Quality Information Paralegal Service Radio Expertise Non-literate materials

BBC  Media  AcMon  

Security & Justice for Women and Girls in Sierra Leone"

Feedback

Planning feedback loops from the beginning with a multi-faceted monitoring plan including:

Track advice line statistics

Get feedback from the field

Monitor radio call-in responses

EXAMPLE Strategies Against Flu Emergence in Indonesia

Goal Achieve greater scale and increase frequency of education and reminders to reinforce good biosecurity practices of poultry farmers

Comms

Strategies Against Flu Emergence in Indonesia

110%  

     

         

         

         

         

Poultry  prices  set  by    Blackberry  Messenger  

Strategies Against Flu Emergence in Indonesia

Tools Mobiles enabled the project to push reminders to farmers rather than waiting for them to check social media

Focus Worked with agricultural extension workers to a) build a central database of farmer phone numbers and b) develop content and reminder schedule

Feedback

EXAMPLE Sisi ni Amani: Civic Education & Conflict Prevention in Kenya

Note:  I  work  with  Sisi  ni  Amani  in  a  personal  capacity.    It  is  not  a  project  of  DAI.    

Civic Education & Conflict Prevention in Kenya

Goal Prevent the outbreak of conflict by countering misinformation that often serves as a catalyst of violence

Comms 70% of Kenyans have a mobile phone and a majority of individuals in high-risk communities have a basic model with growing social media use Some but not all attend community events and rallies

Tools SMS enabled direct and rapid delivery of information that could be easily saved and shared within social networks and a USSD survey was used to capture demographic information for targeting messages

What language do you speak? 1 – Swahili 2 – English

What is your gender? 1 – Male 2 - Female

Where do you live? 1- Nairobi 2 - Narok County

What age? 1 – 16-25 2 – 26-35 3 – 36-45

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Civic Education & Conflict Prevention in Kenya

Focus Built network of community peace leaders to conduct outreach and provide monitor conflict situation and provide locally relevant messages

MODEL DEVELOPMENT Application of messaging output into behavior change communications model (SMS software).

FOCUS GROUPS 30+ hours of focus groups with all key target audiences.

CO-CREATION Co-creation of messaging with research participants through situation simulations.

DRIVERS ANALYSIS Narrative data analysis of the patterned behavioral barriers and drivers for each audience segment.

MESSAGING REFINEMENT Refinement of messaging based on (1) identified drivers; (2) risk management criteria; (3) situation and segment targeting.

LEARNINGS Post-campaign deeper research on behavioral drivers.

Civic Education & Conflict Prevention in Kenya

Focus Develop a message framework to guide the creation of effective messages

Civic Education & Conflict Prevention in Kenya

Feedback Used tech metrics, a USSD survey and qualitative follow-up interviews to determine if and what was working

65,000 subscribers 682,227 messages sent Minimal unsubscribes

75%  

25%  

         

Forwarded    1+  messages  

Never  forwarded  

Covering  Up  Yeah    

Tech metrics USSD survey Qualitative interviews

“I could always check my inbox if I forgot anything about the elections. The messages would remind me. I could also teach others.”

Never forwarded an SMS

Forwarded 1+ SMS at their own cost

EXAMPLE Data Collection & Decision-making in DRC and Liberia

Data Collection & Decision-making in DRC and Liberia

Goal Increase the efficiency of data collection and decision-making

Comms Low mobile penetration with limited network coverage and power sources Most enumerators had basic mobile phones

Tools

Project-supplied smart phones (Liberia) and tablets (DRC) chosen for long battery life; heavy duty protective cases; motorbike-compatible chargers, and the opensource Formhub application that enables survey design, data collection and basic analysis

Data Collection & Decision-making in DRC and Liberia

Focus Determining what information needed to be collected to inform project design and enable a strong baseline and ongoing monitoring

Feedback Only 20% of surveys in DRC had location data! Problems were split between a) human error and b) the need for enumerators to go outside of structures when collecting points.

What can you do in Cambodia?

Photos  by:  Mao  Chandy  

"Please write on your card:"""

a) Organization name""b) Ideas for using mobiles for impact & scale" in Cambodia""c) What skills or assistance you might need?"

QUESTIONS & ANSWERS Thank you for listening!