Launched in October 2013, Start Smart targeted mothers and mothers-to-be, striving to bridge the nutrition gap using incentives to drive referrals and engagement, networks and educational mobile messaging. Incentivising desired actions, such as signing up, referring friends and completing quizzes helped develop a deeper understanding of the importance of nutrition to start driving behaviour change.
The campaign was active across three main platforms: a mobile website, popular messaging platform (Mxit) and an interactive USSD based platform. The multi-pronged approach was devised to reach the widest possible audience.
Once registered, users could engage with the content and a centralised database would recognise the user across platform.