KAISER FAMILY FOUNDATION (WITH PLANNED PARENTHOOD, THE CENTER FOR DISEASE CONTROL AND MTV NETWORKS)
Challenge: The Kaiser family Foundation’s mission is to create awareness about sexual health issues. A recent campaign – ‘Get Yourself Tested ’09’ – focused on making youth aware of STDs, getting tested for them, and practicing safe sex.
Solution: Rip Road used its location based search tool to develop a mobile application that provides users with the contact details of STD testing centers near them – in response to a SMS request.
Users text their zip code to a vanity short code – GYT09 (49809) to receive a STD testing center location details near them. This application ties in to 800 participating Planned Parenthood testing centers and 6,000 additional testing centers provided by the CDC. We prioritized the Planned Parenthood centers and delivered them first, through an additional development layer. Users were also able to get additional centers in any zip code by simply replying ‘MORE’ to the location message they received.
To encourage participation, this campaign was promoted on MTV. We also added a mobile sweepstakes to the campaign that allowed users to enter a MTV sponsored sweepstakes to win tickets to the MTV Movie Awards – while texting for a STD testing location. In addition we developed a viral application that encouraged users to text the program details to their friends.
