Pandemics have a classic hallmark; they cause widespread uneasiness and unrest when they hit and the ripple effects can still be felt in their wake. During this period of uncertainty, lack of coherent messaging targeting communities springs up misinformation, rendering prevention and mitigation efforts futile and chaotic.
FrontlineSMS understands the pivotal role that texts play as a messaging tool for crisis management. For over 15 years, FrontlineSMS has had a front seat to events unfolding around the world and helped sway how targeted audiences respond to them before, during and after they occur. Its affordable platform has been at the core of numerous international campaigns and disaster responses, helping get the word out to those that need it the most, wherever they may be within the information chain.
A cogent crisis management plan must have in its place a well thought out communication strategy that will reach a wide target audience, is accessible in real-time, is affordable and unhindered by geographical, language and infrastructural barriers. This eliminates most of the existing communication channels while leaving intact the good old text message. The ability to interact over SMS is invaluable for community management, information tracking or collecting research data. FrontlineSMS puts the power of SMS to use for smart, interactive, and impactful communication for organisations that need it.
Since the outbreak of the Covid-19 epidemic, crisis managers have had to constantly update their respective communities on the developments undertaken to arrest its proliferation and mitigation measures put in place to protect them and their businesses. Some of the actions proposed include practicing hygiene and self-isolation. This being a nationwide and global pandemic, implementing communication strategies to reach every individual is crucial but brings with it a set of challenges.
The most popular platforms, such as mainstream media and blogs, have limited viewership and access, while social media applications like WhatsApp, Messenger and Facebook require data to utilise. This locks out some communities, especially in rural areas, that do not have smartphones, electricity and internet.
As much as 98% of text messages are opened and read, normally within three minutes of reaching the recipient according to various studies. Added to this is a 209% higher response rate than phone call, WhatsApp or even email. Texts are accessible even in the most remote locations where the penetration rate of social media is much slower. Other messaging platforms may supplement SMS, but none can take its place.
Unfortunately, due to carrier charges, sending mass text messages can be quite expensive. Also, due to word limitation per text message sent, it can be daunting to craft a complex or emotionally sensitive information for communal understanding. Lastly, there are various policies and guidelines on sending mass texts depending on respective jurisdictions, whose penalties can prove costly if not adhered to.
World Vision’s Speed Evidence Project used FrontlineSMS to improve information management in the aftermath of a disaster and enhance the efficiency of response teams to affected communities. FrontlineSMS was used when SFCG Nigeria needed an Early Warning System to counter the effects of false information and rumors in the conflict-riddled Jos city of Northern Nigeria. In 2011, Strengthening Participatory Organization (SPO) needed FrontlineSMS’ automation tools to implement a disaster relief project in Sindth, Pakistan after the monsoon flooding which affected 5.5 million people. When collaborative efforts are needed between mediums of communication, we fine tune the process and make it possible to have automated one on one interactions with the audience, something we have done a number of times with various radio stations such as Malawi’s Nkhatakota Community Radio Station.
FrontlineSMS operates under the mantra that during emergency and disaster scenarios, improved access and efficiency leads to impact. As has been evidenced during the Covid-19 scourge and other past pandemics, calming the situation and reverting things back to how they used to be is highly dependent on a tested message delivery service. The ability to interact over SMS during this pandemic is invaluable for community management, information tracking or collecting research data.