SMS is a tool, which can be used effectively to reach thousands, especially those who do not necessarily have direct access to the mainstream media. Therefore, in collaboration with our partner Butterfly Works, MFA implemented an extensive SMS campaign as part of the Elections Media Strategy for the Kenya elections in 2007. In addition to creating awareness, MFA used the SMS campaign as an assessment tool for measuring public opinion on various issues and themes in this year’s elections such as education, unemployment, leadership and corruption. The results and statistics of the SMS campaign functioned as a trend watcher and offered a reflection on the diversity of views on issues considered important to and by Kenyans countrywide.

SMS questions were integrated in the radio and TV programmes and on the internet and in full-page advertisements in the Daily Nation Newspaper.

The results of the SMS campaign polls were shown in the Daily Nation newspaper and on the website www.mediafocusondevelopment.com.