Article
UNICEF and Save the Children produced a twenty-minute film about HIV/AIDS for young people in Georgia, then split it into five short segments and converted it for mobile phone playback so peer counsellors could share it directly with their clients, who were encouraged to pass it on to friends via Bluetooth. Launched in Tbilisi in January 2008, the campaign was described as the first time mobile phones had been used to distribute an educational film in Georgia, reaching an audience among whom almost everyone under 25 owned a handset, at a time when young people represented one of the country’s highest-risk groups for HIV infection.