Project Masiluleke will be rolled out
in 4 major stages:
1. Access Information
During this pilot stage of the project, the partners are using a mobile phone technology developed by Praekelt Foundation, called SocialTxt, with the aim to:
- Close the health-care information gap by delivering culturally appropriate HIV-messages
- Encourage South Africans to get tested for HIV and know their status
"Please-Call-Me" or PCM-messages are very popular means of communication in South Africa. PCMs are specialized SMS-messages which allow the sender to request that someone else call them back. The sender of the PCM is sending this message free of charge, and currently in South Africa, approximately 30 Million such PCM-messages are being sent per day - across the three major mobile networks. For this PCM campaign Project M inserts HIV/AIDS-messaging at the bottom of an existing PCM sent from one mobile user to another. Once a person receives a PCM from a relative or friend, they will see HIV/AIDS-messaging (e.g. "Constantly sick and worried that you might be HIV-positive? Please call the AIDS Helpline 0800012322") and the number of the National Aids Helpline at the bottom of the message. Once they phone the AIDS Helpline, the receiver of the PCM will have access to trained counselors who can provide accurate information and referral for HIV testing, treatment and care.
Through this PCM campaign, Project M will send approximately 1 Million PCM messages per day, for one year, starting on the 1st of October 2008 and ending on the 30th of September 2009. These PCM messages are donated to the project, by leading cellular service provider, MTN.
2. Get Tested
The aim of this stage of the project is to open the conversation towards the development and testing of a low cost, at-home HIV testing kit, which is linked to mobile counseling support.
The proposed HIV home-test kit will work on the same priciple as a home pregnancy test. The aim is to make these kits freely available in South Africa. People would be able to test themselves for HIV in the privacy of their own homes, at times convenient for them. Testers will be supported through anonymous mobile-phone counseling services, 24 hours per day. This HIV home-test kit has the potential to will provide a free, private and reliable way to get to know one's HIV-status in a country were less than 5% of the adult population knows their status.
3. Stay on Treatment
During this phase, Project M will employ another mobile phone technology developed by Praekelt Foundation, called TxtAlert, with the aim to:
- Keep patients that are on ART (Anti-Retroviral Treatment) in care, by providing SMS-reminders about their follow up doctors' visits, medication pick-up visits and blood tests
- Avoid lapses in treatment and complete discontinuation of treatment
- Improving adherence to ARV-treatment
4. Stay in Touch
During the final phase, Project M aims to support the existing HIV-call centre infrastructure in South Africa, by establishing teams of highly-trained, highly adherent HIV positive patients. These "gold star" patients will form a mobile support network, who via their mobile phones, can answer calls about treatment regimes, challenges with ARV side-effects, healthy living with HIV, etc.
These distributed call centres hold the potential to create thousands of jobs and is in-line with the United Nations' GIPA movement which supports the greater involvement of people with AIDS, in the management of the pandemic.