1. Using Mobile Technologies for Social Purposes: DRR awareness campaign Mission East: Technical expertise on Disaster Risk Reduction (DRR), a network of organizational contacts and programs, and funding. BABILON Mobile GSM: country-wide mobile service and internet customer base, commercial marketing experience and tools, and the drive of competition. CoES: Government mandate, authority, manpower, expertise.

2. The expected result: The general public is exposed to a campaign co-sponsored by private sector that delivers key messages on disaster risk reduction and response. A component of Mission Easts DIPECHO V

3. Purpose: Attract the private sector to participate in social actions to their benefit Educate the companys customer base about key actions and behaviors to adopt that will improve their ability to manage in a disaster situation Interest other key players (CoES) in non-traditional partnerships Why a Mobile phone company? Efficient communication before, during and after a disaster is essential to proper information, alert, and coordination of emergency operation. Mobile phone companies have a role to play in dealing with disaster situations.

4. Strategy: 1)Educate BABILON Mobile GSM on the key elements of Disaster Risk Management in order to develop the companys corporate social responsibility (CSR) platform, 2)Use the positive public image of the company to communicate social messages on DRR that are tangibly related to the core business of mobile telephony and internet services and, 3)Build an alliance between CoES and BABILON for their future expansion in other mobile technology directions (EWS).

5. Main Outputs A 60 second video (teaser spot) twice a day over 4 weeks on: TV1 - 27.04.09 – 23.05.2009 TV Safina - 23.05.09 – 14.06.2009 TV Khatlon - 01.06.09 - 15.06.2009 А 15 mn video spot broadcast on main Tajik station on 05.05.09 and 20.05.09 30,000 leaflets disseminated nationwide via Babilon-M dealer agencies in cities of Tajikistan.

6. Main Outputs Partner websites post DRR information and links

7. Monitoring actions Monitoring of leaflet dissemination by Mission East and other organizations Mystery Client calls to Mission East, CoES, and Babilon Call Center to test response of callbacks. Feedback from Babilon-M dealers about people interested in the leaflet Number of visitors on Mission East DRR dedicated website

8. Cross–Visit to Uzbekistan A team went to Tashkent: Mission East, CoES, BABILON and Beeline To meet with LLC UNITEL - Beeline Uzbekistan and MoES/Uzbekistan… To discuss the development, processing and sending information, communication and educational SMS- mailing to the population.

9. Uzbekistan – What did they learn? Hydromet is a key player as the information provider Collaboration is mandated by the government, even though Beeline is a private company. Information dissemination is the priority – there is yet no mechanism to monitor acceptance of the message, actions taken, or questions generated by the information.

10. The Media Campaign: What Effect? Mission East, Babilon and CoES are currently conducting a Rapid Recall Survey. 2700 respondents will indicate if they saw the TV clips, and/or received a brochure. Survey will check for recognition of the sponsors. Survey will be disaggregated by gender and by age. Results by mid-December. Good visibility for all partners.

11. Next steps Publish the results of the Cross Visit and Lessons Learned Publish the results of the Rapid Recall Survey Potential Directions Explore partnering with Hydrometeology Dept. Call Center at CoES

12. Questions for Discussion 1.Should partnerships between public/private sectors be mandated? Advantages/disadvantages of this… 2.How to capture the publics interest in warning or alert messages without causing panic? 3.Is the benefit for the private sector worth the investment?