In the last couple of years, the government of Scotland has commenced with several widespread mobile marketing campaigns to enhance public awareness, especially regarding health. Working directly with SMS-based marketing corporations, the government has rolled out some advertising campaigns to raise awareness about quitting smoking, children’s safety, and breast cancer. The common thread among all of these campaigns is a widespread connection with the public, as well as a series of calls-to-action. The Scottish citizenry have responded, and these campaigns are being lauded as great successes.
First, the government of Scotland provides a texting service for quitters – those who want to quit smoking, that is. The service is simple: mobile users may send a text to a specific number, including the exact date they wish to give up smoking. Daily, an automatic reply calculates the number of days that are left until they quit. It also provides them with daily incentives and tips to quit through an app called the “quit calendar.” The application and the text-based program are beginning to show some terrific results.
Second, the Scottish government has worked in tandem with a company called Incentivated alongside the Scottish Children’s Panel to provide a service regarding public hearings. With just a simple text, adults can sign up for hearings regarding child safety within the home. The service automatically calls mobile users back with information about child safety, and provides them with the ability to secure a seat at the hearing they wish to attend. In the first month, this service received over 1500 responses from the Scottish public.
Finally, in the latest example of SMS marketing for the Scottish government, the company Incentivated provided a way for women to locate the nearest breast screening center. The ad gives a simple code and a call-to-action, and has been included with government advertisements in print and online. When a mobile user texts in, they receive a reply with a local telephone number of the nearest center, and it urges them to make an appointment if they haven’t had a screening in the last three years.
All in all, mobile technology for the common good is easy-to-use and gaining traction not just in Scotland, but around the world. These campaigns target the public right where they live, providing simple services with the push of a few buttons. Opting in via SMS allows mobile users to decide which services exactly they want to be notified of, thus providing users with practical, real-time information they find useful. Expect to see more of these types of mobile marketing campaigns in the near future.