You Have an Important Message! Evaluating the Effectiveness of a Text Message HIV/AIDS Campaign in Northwest Uganda

Chib, Arul; Wilkin, Holley; Ling, Leow Xue; Hoefman, Bas; Van Biejma, Hajo

doi:10.1080/10810730.2011.649104

Cited by 118Mobile Health and mHealth ApplicationsSocial Media in Health EducationICT in Developing Communities

You Have an Important Message! Evaluating the Effectiveness of a Text Message HIV/AIDS Campaign in Northwest Uganda

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Chib, Arul, Wilkin, Holley, Ling, Leow Xue, Hoefman, Bas, Van Biejma, Hajo·2012·Journal of Health Communication

DOI 10.1080/10810730.2011.649104

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Abstract

There is a growing interest in the effect of mobile phones in health care (mHealth) service delivery, but more research is needed to determine whether short message service (SMS)-based campaigns are appropriate for developing countries. This pilot study explored the efficacy of an mHealth campaign using SMS as a platform to disseminate and measure HIV/AIDS knowledge, and to promote HIV/AIDS testing at clinics in rural Uganda. Over a 1-month period, 13 HIV/AIDS quiz questions were sent to 10,000 mobile subscribers. Despite participation incentives, only one-fifth of the mobile subscribers responded to any of the questions. The campaign had proportionately limited success in increasing knowledge levels on a mass scale. Furthermore, the program design may be reinforcing entrenched knowledge gaps. The results suggest that it is important to be conservative when considering the potential overall effect of SMS-based programs. However, the authors recognize the potential of mHealth tools when extended to millions of mobile phone users as part of an integrated health campaign approach. The authors propose several steps to improve the program design to reach a larger portion of the intended audience and increase campaign effectiveness.

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Studies offering free HIV tests for correct answers in an SMS quiz on HIV in Uganda demonstrated poor results on uptake, with only 2.3% of recipients opting to redeem their free HIV test.
“First, poor results on uptake were noted, with only 2.3% of recipients opting to redeem their free HIV test (41).”
From Assessing the impact of mHealth interventions in low- and middle-income countries – what has been shown to work? (2014) · cites this paper as [41]
In this context, women were less likely to own a mobile phone, so were less likely to directly benefit from SMS education.
“In this context, women were less likely to own a mobile phone, so were less likely to directly benefit from SMS education (40, 41, 77).”
From Assessing the impact of mHealth interventions in low- and middle-income countries – what has been shown to work? (2014) · cites this paper as [41]
mHealth strategies that assume the availability of mobile phones risk further marginalising already vulnerable groups.
“Nevertheless, as noted in some of the reviewed papers, attention has to be given to equity issues if mHealth strategies assume the availability of mobile phones, with the attendant risks of further marginalising already vulnerable groups (41, 77).”
From Assessing the impact of mHealth interventions in low- and middle-income countries – what has been shown to work? (2014) · cites this paper as [41]

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Authors: Chib, A., Wilkin, H., Ling, L. X., Hoefman, B., & Van Biejma, H.
Affiliations: Nanyang Technological University (SG)
Georgia State University (US)
Corresponding author: Chib, Arul
ORCID: Chib, Arul
Wilkin, Holley
Venue: Journal of Health Communication
Publisher: Informa UK Limited
Published: 2012-05-02
Volume: 17
Issue: sup1
Pages: 146-157
ISSN: 1081-0730 (ISSN-L)
1087-0415
DOI: 10.1080/10810730.2011.649104
OpenAlex: W2117143915
Cited by: 118
References: 35
Citations by year: 2026: 1 · 2025: 3 · 2024: 4 · 2023: 2 · 2022: 25 · 2021: 8 · 2020: 6 · 2019: 6 · 2018: 14 · 2017: 9 · 2016: 9 · 2015: 7 · 2014: 7 · 2013: 13 · 2012: 4
FWCI: 17.61
Type: journal article
Language: en
Open access: green
hdl.handle.net
Locations: Journal of Health Communication (publishedVersion)
PubMed (publishedVersion)
DR-NTU (Nanyang Technological University) (submittedVersion)
Topics: Health Sciences › Health Professions › General Health Professions › Mobile Health and mHealth Applications
Social Sciences › Health › Social Media in Health Education
Physical Sciences › Computer Science › Information Systems › ICT in Developing Communities
Keywords: mobile health, text messaging, HIV/AIDS awareness, campaign effectiveness, rural Uganda, health information dissemination, program design
MeSH terms: Adolescent, Adult, Aged, Child, Female, Health Promotion, Humans, Health Knowledge, Attitudes, Practice, Male, Middle Aged, Pilot Projects, Uganda, Program Evaluation, HIV Infections, Rural Health Services, Information Dissemination, Young Adult, Text Messaging

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You Have an Important Message! Evaluating the Effectiveness of a Text Message HIV/AIDS Campaign in Northwest Uganda

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