I was just in Kenya working on the next phase of the PeaceTXT project with my colleague Rachel Brown from Sisi ni Amani. I’m finally getting to implement an approach to conflict early warning and early response that I have been advocating for since 2006. I came close in 2008 whilst working on a conflict early and response project in Timor-Leste. But I wasn’t in Dili long enough to see the project through and the country’s limited mobile phone coverage presented an important obstacle. Long story short, I’ve been advocating for a people-centered and preparedness-based approach to conflict early warning systems for half a decade and am finally implementing one with PeaceTXT.
Conflicts are often grounded in the stories and narratives that people tell themselves and the emotions that these stories generate. Narratives shape identity and the social construct of reality—we interpret our lives through stories. These have the power to transform relationships and communities. The purpose of PeaceTXT is to leverage mobile messaging (SMS) to market peace in strategic ways and thereby generate alternative narratives. SMS reminders have been particularly effective in catalyzing behavior change in several important public health projects. In addition, marketing to the “Bottom of the Pyramid” is increasingly big business and getting more sophisticated. We believe that lessons learned from these sectors can be combined and applied to catalyze behavior change vis-a-vis peace and conflict issues by amplifying new narratives using timely and strategically targeted SMS campaigns.
Last year, Sisi ni Amani sent the following SMS to 10,000 subscribers across Kenya: A good leader initiates and encourages peace and development among all people and is not tribal. “In a nation divided along ethnic lines, where a winner-takes-all mindset fuels rampant corruption and political violence, changing perceptions of good leadership is a daunting endeavor. And yet, according to post-campaign data, 90 percent of respondents said they changed their understanding of ‘what makes a good leader’ in response to the organization’s messaging. As one respondent commented: ‘I used to think a good leader is one who has the most votes, but now I know a good leader is one who thinks of the people who voted for him, not himself’” (NextBillion Blog Post).
PeaceTXT is about marketing peace using mobile advertising by leveraging user-generated content for said text messages. We’re in the business of selling peace for free by countering other narratives that tend to incite violent behavior. Preparedness is core to the PeaceTXT model. To be sure, local mobile-based advertising is hardly reactive or random. Indeed, billions of dollars go into marketing campaigns for a reason. To this end, we’re busy developing an agile SMS protocol that will allow us to send pre-determined customized text messages to specific groups (demographics) in targeted locations within minutes of an incident occurring. The content for said text messages will come from local communities themselves.
The next step is for Rachel and her team to organize and hold several local focus groups in July to begin generating appropriate content for text messages to de-escalate and/or counter police-community tensions, rumors and insecurity. I’ll be back in Kenya in August to review this user-generated content so we can add the text messages to our SMS protocol and customized SMS platform. I’m thrilled and can’t wait to work on this next phase.