Hooking Up With Mobile Platforms

 by Rosemari 


Last week, plans fell through and my friend Lauren and I found ourselves in front of a movie theater. “I just bought a Groupon for free movie tickets, but it’s in my e-mail” she said.  After a few minutes of fumbling with my iPhone, we went to the kiosk and had Bridesmaids tickets in our hands without spending a cent. 

Phones are revolutionizing not only what we do, but also the way we do it. So, what does that mean for those looking to save the world? 

MobileActive.org’s Using Mobile Phones in Advocacy Campaigns report provide some great case studies as to how mobile phones should be integrated into advocacy campaigns, citing Greenpeace Argentina’s 2005 efforts that mobilized more than 4,500 individuals and passed a key waste reduction campaign. 

This kind of mobilization inspired the California text service called the HookUp. HookUp, instead of having a clear call to action boasted in advocacy mobile platforms, uses texting to cultivate a long-term relationship, more one-dimensional relationship.

Targeted at adolescents, the HookUp texts weekly tips regarding sexual health to its 4,400+ unduplicated subscribers. Additionally, the HookUp aims to link subscribers with reproductive health services in their area.  Subscribers can text “CLINIC+[zip code]” and be texted information to the nearest sexual health clinic. 

Examples of recent texts include,

HookupWeeklyTip: Most STIs don’t show symptoms. Get you and your partner tested today. Txt CLINIC + ur zip for clinics. www.teensource.org Txt stop to end. (May 4, 2011)

or

HookupWeeklyTip: Think condoms are a hassle? Try pushing a baby stroller to class! Txt CLINIC + ur zip for clinics. www.teensource.org Txt stop to end.  (May 18, 2011)

Sounds cool, right? But does it really work?

According to a recent subscriber survey, one third of the subscribers have requested clinic referrals.  However, there has yet to be an evaluation as to whether or not young adults actually accessed these clinics (and if the clinic staff where training and capable of seeing teens for reproductive healthcare). 

What’s even better is that nearly half (44 percent) said that they made “positive changes in their sexual behaviors, such as asking a partner about their sexual history.” And one in three of the subscribers surveyed noted “increased knowledge and awareness of sexual health, such as the fact that the birth control pill does not protect against STDs.”

My favorite thing about mobile technology is that it can be both timely and relevant. Whether you’re in front of the movie theater, trying to access your free tickets, or at a rally, trying to get involved, or in front of your boyfriend, trying to figure out where to get an STD test, you can immediately get hooked up.


by Rosemari