solutions that use the power of mobile technologies to educate Gen Y on ways 2 prevent HIV infection

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To view the Top 9 Robert Wood Johnson Foundation sponsored Innovation Challenge MBAteam profiles, please visit:http://www.innovationchallenge.com/2008/Results.jsp The following Top 9 Semi-finalists were selected via two-rounds of online judging via a panelof over 70 judges. Each submission was scored more than 8 times and provided feedback.Appended at the end of each submission are the average scores and judging comments. For more information, please visithttp://www.innovationchallenge.comor contact Anil K. Rathi atrathi@ideacrossing.com Teams were asked the following Innovation Challenge® question by The Robert WoodJohnson Foundation:

Challenge Question

How might we use mobile technologies to prevent HIV infection in Gen Y?

Background

HIV is a life-altering disease with potentially shattering consequences. The best way to fight HIV is to preventinfection. While current prevention strategies are having some impact, Gen Y continues to be hard hit: the WorldHealth Organization estimates that 45 percent of new HIV infections in 2007 were in young people aged 15-24.There remains much to be done. Our challenge is to communicate the seriousness of the condition to youngpeople who — by virtue of age and maturity — tend to think of themselves as invincible. We need to makeHIV/AIDS real for Gen Y while simultaneously changing their mind-set about taking action to remain infection-free.To stave off the spread of infection, we need to change the behavior of individuals. We have many provenprevention strategies. Needed are innovative methods for delivering prevention campaigns and information toGen Y. As is true for all marketing tools, to reach the intended audience, the message must be coupled to anappropriate delivery channel.Gen Y possesses unprecedented technical savvy, and we need to reach young people where they are — asthey make the decisions that will keep them infection-free. Wherever they are, mobile technologies and socialnetworking sites provide the cornerstones for Gen Y life. New marketing tools devised for mobile technologies

hold the potential to reach a vast number of young people, empower individuals and change attitudes aboutHIV/AIDS prevention.

Scope

Concepts should offer new, mobile technology marketing tools that change the HIV prevention mind-set of GenY-aged individuals.Any type of marketing tool, service or product that may be delivered via mobile technology (examples includemobile phones, mobile web, text messaging, social networking) is acceptable. However, concepts should notrequire the user to access a computer. Concepts may include campaigns specifically designed for mobiledistribution. However, campaigns must lead to behavioral changes. Campaigns that raise money are not of interest.Concepts should not violate any applicable laws of privacy and/or make vulnerable any health recordinformation.Plans may focus on one country or region, or have a global reach, as long as, varying laws controlling privacy,access to information, etc. may be accommodated.Ideas may utilize strategic partnerships. The end user should not be charged to receive or take advantage of theprevention message. However, a fee for service is acceptable if the concept leverages an established for-feebusiness model, and the content delivery mechanism for that business model is already in place. (For example,specialized apps for the iphone, mobile web services).

Criteria

Concepts should:* Describe message penetration: who will the plan reach and how large is the population segment* Justify your choice of marketing tool, given the population segment you are targeting* Explain how will the marketing tool change the HIV prevention mind-set and behavior of Gen Y individuals* Specify the mobile technology the plan will utilize* Describe the rollout strategy

Challenge Brief

HIV/AIDS Statistics

*http://www.cdc.gov/hiv/resources/factsheets/youth.htm *http://www.examiner.com/x-391-Denver-Gay-Examiner~y2008m8d7-New-figures-from-the-CDC-Increase-in-HIV-infection-highest-among-youth *http://www.globalhealthfacts.org/topic.jsp?i=1# *http://www.who.int/globalatlas/predefinedReports/EFS2008/index.asp

Prevention Strategies

*http://www.avert.org/global-hiv-prevention.htm *http://www.cdc.gov/hiv/resources/factsheets/#Prevention *http://berkeley.edu/news/media/releases/2008/05/08_HIV.shtml *http://socialmarketing.blogs.com/r_craiig_lefebvres_social/2008/08/behavior-change-should-be-prevention-strategy.html *http://www.nytimes.com/2008/08/06/health/research/06aids.html

Case Studies

*http://data.unaids.org/Publications/IRC-pub05/JC414-InnovAppr_en.pdf *http://www.safepassages.soton.ac.uk/pdfs/evyp_casestudies.pdf

Generation Y Attitude and Behavior

*http://www.nasrecruitment.com/talenttips/NASinsights/GenerationY.pdf *http://www.windycitymediagroup.com/gay/lesbian/news/ARTICLE.php?AID=19149

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Play Safe Campaign

Developed ByFrom

Chinese University of Hong Kong, ChinaAbstract:

Exclusive Star-MMS for the Soccer World Cup 2010 in South Africa conveyten simple behavioral rules to avoidHIV infection during sex. A combination of the appeal of star athletes and amulti-dimensional reward systemassures high acceptance and even makes the targeted youngsters activecampaigners themselves. This is a campaignapplying modern mobile technology to proven concepts thereby takinganti-HIV campaigning to the next level.

Video

Pitch:

None

Idea Crossing, Inc. ~ 7958 Beverly Blvd., 2nd Floor ~ Los Angeles, CA 90048Phone: 323.924.9080 Ext. 101 - Fax: 323.924.9080

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