Partners: New Zealand Drug Foundation & the Vodafone Graduates
Project: Get The Msg!
Solution: RedDirect
Launched: 31 August 2006
Campaign length: February 2007 (4 month trial)
Background:
Every year Vodafone employees, who are involved in the Vodafone Graduates programme, undertake a project aimed at making a real difference to New Zealanders through mobile communication.
One pressing issue that was a real focus for the group was the disturbing increase of substance abuse and illicit drug use in New Zealand. After hearing about the success of Vodafone Ireland’s initiative of a txt drug information channel, where people could txt through a drug name to a short-code and receive a reply txt explaining the consequences of the drug, the Vodafone Graduates saw the benefits of reproducing this service within New Zealand.
Objectives:
Promotion of Campaign:
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Media Coverage
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Word of Mouth
Strategy:
In order to get the support and momentum behind this project, the Vodafone graduates enlisted the help of the New Zealand Drug Foundation to provide the content for the messages and Run The Red to implement and manage the txt channel. The underlying theme for this service from the three organisations involved was the corporate/social responsibility element, particularly as this service would benefit all New Zealanders.
How it worked:
The Get The Msg! Txt Drug Info channel works by allowing a user to txt through a drug name (e.g. LSD) to the short-code “DRUG” (i.e. 3784), and receive a reply message explaining what the effects of the drug are as well as the website link and 0800 helpline should they wish to know any further information.
The txt channel incorporates over 400 plus name variations on common drugs, including alcohol and tobacco, which will be continually updated to reflect new variations and new substances.
Results:
Although this campaign is still live, the initial response to it has been fantastic. The first day alone recorded over 11,000 messages!
The response from the wider New Zealand community has also been very positive, with many of the political parties within New Zealand supporting the service. St Johns ambulance service in particular has expressed the benefits of their ambulance drivers using this system. By txting an unknown street name of a drug through to the short-code, their staff can find out exactly what drug their patient is referring to.
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