Garth Japhet has developed a strategy to exploit the widespread usage of cell phones in South Africa to form a virtual social movement. This is achieved using web technology to provide users with information they need and the means to connect with one another to take action on issues of common interest. Garth, a medical doctor by training, has for many years been involved in using the tools of multi-media to encourage people to look at themselves in relation to health matters. He has had unprecedented success with his creation, Soul City: the Institute for Health and Development Communication, which after 14 years is still one of the 3 most watched television shows in South Africa and has spread to 8 other countries on the African continent.

This success convinces him that people in the developing world want to hear about how to make their lives better, a key incentive for his new idea. Nevertheless, Garth was not convinced that Soul City was getting its language of communication right for its audience. As much of this audience is faith-based, Garth launched a new project, Heartlines, a television show that started a national conversation about values so that messages about health and social issues could be rooted in something deeper and more behavior changing. After the first phase of Heartlines, the main question that arose was how to move beyond a dialogue on values to helping people live these good values.

This was the challenge that led Garth to conceptualize Forgood, and the trajectory of his thinking and experience is clear. When he first started Soul City, Garth was pioneering in his use of popular communications to promote health and development. Today’s new frontier is web-enhanced mobile phones, and while all of the 40 million cell phones bought in South Africa are not necessarily active, it is fair to assume that a substantial portion are. Not surprisingly, a number of initiatives are looking at social applications of this new technology. These interventions are largely around HIV/AIDS, banking and micro financing.

One initiative, (Make a Difference) M.A.D World uses the web to spur people to do something good and to connect with and see what social action other people are taking. Forgood differs in that it brings educational and useful information to people via the cell phone, thus catering for the needs of developing countries. M.A.D World, more suitable for developed countries, engages citizens of the world who may have become jaded about the difference an individual can make. While it cannot be said that Garth’s is the first initiative to use technology to connect people for social action, Forgood is nevertheless building a social action movement in a unique way. Although there have been many social applications for the cell phone, none have been integrated into one platform and none have combined content with a social network.

While most cell phone applications are driven by developers of technology, Forgood is designed and managed by people who understand the integration of key messaging into popular communication formats within a developing world context. It also uses mass media and the buy-in of key institutions to market itself and has the potential to help people and groups who have similar demographic profiles to network with each other. Such networking allows people to feel a sense of community in acting for good. It also allows people to organize more effectively and to cross-pollinate ideas and inspiration.