Project
Freedom HIV/AIDS, launched by Indian technology company ZMQ on World AIDS Day in December 2005, was one of the first initiatives to use mobile phone games to raise HIV/AIDS awareness, and one of the largest mobile-based social campaigns of its kind. Backed by the Delhi State AIDS Control Society and launched by Delhi’s then Chief Minister Sheila Dikshit, the initiative offered four free games — including the cricket-themed ‘Safety Cricket’ and ‘Ribbon Chase’ — built across multiple mobile platforms to run on over 100 handset models. Distributed first through Reliance Infocomm, one of India’s largest mobile operators, the games reached more than 30 million handsets and recorded over 10 million game sessions within 15 months of launch.