The Darden Challenge – what we did

As mentioned in my earlier post – there was a slew of competitions in term 4 and even I succumbed to participating in one. My team-members were Gaurav, Jasmine and Vikas.

The challenge this year was to generate AIDS awareness for the youth in India using the mobile telephone platform. Interesting problem – we spent a lot of time brainstorming on the idea and finally came up with “Cell Cast”. The concept aims to bring home the risks of HIV to every such person; to an extent that he/she takes the increasing threat of HIV seriously and becomes a link in the chain to spreads its awareness. The concept employs the SMS/MMS as the base technology, owing to its high use in the target segment, low costs and standardized tools. The plan was to create short, believable accounts, around various topics related to HIV which shall be transmitted in series via text messages / MMS graphics sent out at times corresponding to the story timelines. Entertaining while involving, the stories would be designed to implicitly communicate the message about HIV while making the threat real and substantive. The story would end with a quiz to drive home the message.
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