APPROACH AND METHODOLOGY
Arogya World will create a public-private partnership in which every partner has a valuable role. Nokia will provide a formidable platform to reach consumers throughout India. Arogya World's Behavior Change Task Force of medical, health promotion and consumer experts from the US, India, and the UK will review messages and shape evaluation. Emory will provide behavior change and diabetes expertise for message development. Arogya World's market research partner will be Synovate. Private sector partners Biocon, Lifescan Inc., and Aetna will provide support for various aspects of this initiative.
Arogya World will offer a special promotion of diabetes content, free for 6 months, to existing and new Nokia customers who have Nokia Life Tools on their phones, and subscribe to health channels. Once the special promotion is over, the consumers will have to opt-in and pay about one rupee per alert to continue to receive messages. Alerts are delivered as text messages twice a week, in 12 different languages, taking advantage of existing transmission infrastructure Nokia has in place in India with multiple wireless service providers, translation and language specialists etc.
Evaluation: Arogya World will evaluate whether text messages, delivered through mobile phones, could persuade consumers in India to increase their physical activity levels and adopt healthy eating habits to prevent diabetes.
Groups of diabetes message receivers will be interviewed by phone once every two months to track behavior and message effectiveness. Those interviewed will include urban/rural, young/old, male/female consumers, and healthy consumers, caregivers and patients. Detailed phone and/or face-to-face interviews will be conducted with a large representative sample of consumers to provide deep insights into behavior, effectiveness and segmentation.
Furthermore, Arogya World will conduct targeted research in one or more villages, with Nokia contributing mobile phones, to gain insights into the effectiveness of this program in rural India.
IMPLEMENTATION, TIMELINE, AND DELIVERABLES
Arogya World will implement this commitment from October 2011 - September 2013, managing the partnership and deliverables. Core to the success of the program are Nokia's services platform for the developing world - Nokia Life Tools - and its health channels. Also critical are the quality of the messages, and the rigor of the measurement and evaluation.
After the 2011 CGI Annual Meeting, Arogya World, its Behavior Change Task Force, and Emory will refine the messages in preparation for delivery through Nokia's systems. Arogya World and Nokia will then begin rolling out the program before the end of November 2011. Also, in 2011, Arogya World will establish the evaluation program with input from its Behavior Change Task Force, Synovate, and other partners, and begin implementation by December 2011.
Based on Nokia's consumer expectations, Arogya World expects 50,000 consumers in India to begin receiving diabetes messages on their Nokia mobile phones by the end of 2011. By June 2012, Arogya World expects to reach 200,000 consumers and by end of 2012, 500,000 consumers. By July 2013, Arogya World will have reached 1,000,000 consumers in India and will have exposed them to diabetes messages for at least 6 months.
Non-communicable diseases (NCDs) kill 2 out of 3 people in the world today and represent one of the greatest health and development challenges of this century. Arogya World is committed to changing the course of chronic disease, and the organization's work consists of global advocacy for NCDs and programs for diabetes prevention through lifestyle changes in India. Arogya World's approach is to leverage science, medical and non-medical experts, public-private partnerships, and modern technology to make measurable public health impacts. In India, the organization is implementing diabetes prevention programs through educational activities in schools, the workplace, and the community, and is leveraging technology as a solution to the diabetes crisis.
The prevalence of diabetes worldwide has reached catastrophic levels, and India is a diabetes capital: at least 50 million people live with the disease, which kills more than 1 million Indians every year (International Diabetes Federation, 2010). Furthermore, Indians get diabetes at least 10 years earlier than people in the West, making the disease an alarming public health crisis (V. Mohan et al. Diabetes Care 1985). Fortunately, there is compelling clinical proof that physical activity and healthy eating can prevent type 2 diabetes (NEJM, 2002), avert 80% of the diabetes cases (WHO Global strategy on diet, physical activity and health, 2008) and keep the disease at bay for 10 years (The Lancet).
Behavior change is the prime challenge in diabetes prevention. One way Arogya World plans to reach large numbers of people in the community and empower them to adopt healthy lifestyles is through an innovative mobile health (mHealth) campaign. This commitment will test whether mHealth is effective for preventing diabetes in India, which has a huge diabetes burden.