One of the main reasons I’m in Nairobi this month is to launch PeaceTXT International with PopTech, Ushahidi, Praekelt Foundation, Sisi ni Amani, CeaseFire Chicago and Medic:Mobile. PeaceTXT International builds on the original PeaceTXT project that several of us began working on with CeaseFire Chicago last year. I began thinking about the many possible international applications of the PeaceTXT project during our very first meeting, which is why I am thrilled and honored to be spearheading the first PeaceTXT International pilot project.
The purpose of PeaceTXT is to leverage mobile messaging to catalyze behavior change around peace and conflict issues. In the context of Chicago, the joint project with CeaseFire aims to leverage SMS reminders to interrupt gun violence in marginalized neighborhoods. Several studies in other fields of public health have already shown the massive impact that SMS reminders can have on behavior change, e.g., improving drug adherence behavior among AIDS and TB patients in Africa, Asia and South America.
Our mobile messaging campaign in Kenya builds on the very successful interruption and behavior change work performed by CeaseFire in Chicago. Note that CeaseFire has been directly credited for significantly reducing the number of gun-related killings in Chicago over the past 10 years. In other words, they have a successful and proven methodology; one being applied to several other cities and countries worldwide. PeaceTXT International simply seeks to scale this success by introducing SMS.
PeaceTXT Chicago builds another successful campaign in the US: “Friends Don’t Let Friends Drink and Drive.” Inspired by this approach, the PeaceTXT Team in Chicago is looking to launch a friends-don’t-let-friends-get-killed campaign. Focus groups recently conducted with high-risk individuals have resulted in rich content for several dozen reminder messages (see below) that could be disseminated via SMS.
These messages are user-generated in that the content was developed by high-risk individuals themselves—i.e., those most likely to get involved in gun violence. The messages are not limited to reminders. Some also prompt the community to get engaged by responding to various questions. Indeed, the project seeks to crowdsource community solutions to gun violence and thus greater participation. When high-risk individuals were asked how they’d feel if they were to receive these messages on their phones, they had the following to share: “makes me feel like no one is forgetting about me”; “message me once a day to make a difference.”
Given that both forwarding and saving text messages is very common among the population that CeaseFire works with, the team hopes that the text messages will circulate and recycle widely. Note that the project is still in prototype phase but going into implementation mode as of 2012. So we’ll have to wait and see how the project fares and what the initial impact looks like.
In the meantime, PeaceTXT is partnering with Sisi ni Amani (We are Peace) to launch its first international pilot project. Rachel Brown, who spearheads the initiative, first got in touch with me back in the Fall of 2009 whilst finishing her undergraduate studies at Tufts. Rachel was interested in crowdsourcing a peace map of Kenya, which I blogged about here shortly after our first conversation. Since then, Rachel and her team have set up the Kenyan NGO Sisi ni Amani Kenya (SnA-K) to leverage mobile technology for awareness raising and civic engagement with the aim of preventing possible violence during next year’s Presidential Elections.
SnA-K currently manages a ~10,000 member SMS subscriber list in Baba Dogo and Korogocho, Kamukunji and Narok. SnA-K’s SMS campaigns focus on voter education, community cohesion and rumor prevention. What SnA-K needs, how-ever, is the scalable SMS broadcasting technology, the type of focus that PeaceTXT brought to CeaseFire Chicago and the unique response methodology developed by the CeaseFire team. So I reached out to Rachel early on during the work in Chicago to let her know about PeaceTXT and to gain insights from her projects in Kenya. We set up regular conference calls throughout the year to keep each other informed of our respective progress and findings.
Soon enough, PopTech’s delightful Leetha Filderman asked me to put together a pitch for international applications of PeaceTXT’s work, an initiative I have “code-named” PeaceTXT International. I was absolutely thrilled when she shared the good news at PopTech 2011 that our donor, the Rita Allen Foundation, had provided us with additional funding, some of which could go towards an international pilot project. Naturally, Sisi ni Amani was a perfect fit.
So we organized a half-day brainstorming session at the iHub last week to chart the way forward on PeaceTXT Kenya. For example, what is the key behavioral change variable (like friendship in the PeaceTXT Chicago project) that is most likely to succeed in Kenya? As for interrupting violence, how can the CeaseFire methodology be customized for the SnA-K context? Finally, what kind of SMS broadcasting technology do we need to have in place to provide maximum flexibility and scalability earlier rather than later? Answering these questions and implementing scalable solutions essentially forms the basis of the partnership between SnA-K and PeaceTXT (which also includes Revolution Messaging). We have some exciting leads on next steps and will be sure to blog about them as we move forward to get feedback from the wider community.
Conflicts are often grounded in the stories and narratives that people tell themselves and the emotions that these stories generate. Narratives shape identity and the social construct of reality—we interpret our lives through stories. These have the power to transform relationships and communities. We believe the PeaceTXT model can be applied to catalyze behavior change vis-a-vis peace and conflict issues at the community level by amplifying new narratives via SMS. There is considerable potential here and still much to learn, which is why I’m thrilled to be working with SnA, PopTech & partners on launching our first international pilot project: PeaceTXT Kenya.