Communicating Triggerise

As of 2014 the aid sector spends over $135 billion each year tackling issues such as maternal health and disaster relief. These efforts may provide life-saving interventions in times of need, but foreign aid often ignores the local organizations and businesses already providing these resources locally. This can disrupt local markets and make the prospect of sustainable recovery or long-term economic growth more challenging. Additionally, in unstable communities where life can change in an instant, the slow-moving nature of foreign aid can fail to keep up with new barriers as they arise.

Our recent partner Triggerise is looking to reinvent how the world supports underserved communities with a new, dynamic approach. Instead of injecting outside aid into communities, Triggerise delivers powerful rewards through peer-to-peer networks, incentivizing consumers to access goods and services they need directly from local providers. Consumers subscribe via SMS to a personalized journey, such as one promoting their prenatal health, and begin receiving points for doctors visits that they can redeem for pre-natal vitamins or other products they need at a local convenience store.

https://youtube.com/watch?v=WYkk3dwR144

Triggerise has worked with some of the largest names in the aid sector such as Population Service International, however potential partners sometimes have a hard time understanding their unique offering. We engaged their team over the spring to help refine their brand positioning and develop a content strategy to guide their communications both online and offline. A few key insights drove our work together:

• Build on existing corollaries people can relate to — Technology is already revolutionizing daily life in so many parts of the world. These technology interventions offer useful shorthands for explaining the role Triggerise technology plays. For example, we can point to the way that Uber connects drivers with those in need of a ride and efforts like m-Pesa which facilitates millions of mobile payments in Africa.
• Focus on impact not just technology — While Triggerise is a technology-led company, their mission is to promote positive behaviors and improve local economies. It is easy to get lost in explaining the technology at the expense of conveying why it will have a bigger impact on an individual’s life.
• Don’t underestimate the power of agility — Unlike traditional aid models, Triggerise can promise the ability to tailor existing solutions to the unique challenges of a given region and evolve based on how consumers are interacting. We emphasized this in the new positioning by noting use cases in which local circumstances could change (e.g., drought, natural disasters or an election) and the delivery of real-time data when consumers redeem points.

We’re proud to count Triggerise as a partner. If you are looking to pilot new approaches to service delivery learn more and get in touch with Triggerise.