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BAMAKO, Mali, December 1, 2004 —PSI/Mali and the country's premier cell phone company, Ikatel S.A., have launched a one-year health communication campaign, "La Santé au bout du fil" (Health On Line) that will combat HIV/AIDS, an emerging threat, and malaria, the number one cause of mortality. The campaign, one of the first NGO-private sector partnerships in the country, makes use of cellular technology to improve health in this poor, vast country of 13.4 million that extends from the savanna in the south to the Sahara Desert in the north. Under the partnership, Ikatel will send text messages with PSI-created health slogans twice a month to all of its 350,000 clients free of charge. It will also print HIV and malaria prevention slogans on at least one million of its least expensive pre-paid phone cards, the one most used by low-income customers. Messages such as "Anyone can get HIV — everyone can prevent it" and "Protect your family against malaria — use an insecticide-treated mosquito net" will raise awareness and promote PSI's Protector brand condoms as well as its newest products, BLOC insecticide net retreatment kits, and Super Moustiquaire Famille Protégée treated nets. PSI expects its products and services in Mali to prevent an estimated 3,200 HIV infections and 78,000 unintended pregnancies in 2004. An additional benefit is that all of the HIV messages contain a reference to <www.100pourcentjeune.org>, a new web site created by PSI/Mali targeting young, urban Malians. The site includes information on transmission and prevention of HIV and sexually transmitted infections, as well as quizzes, games, a doctor who answers questions posed by visitors to the site and a forum for Malian youth. Candid information is provided about not only HIV but also reproductive and sexual health and male-female relationships, in an anonymous and interactive format. Abstinence, fidelity, and condoms are all discussed. The same messages sent by Ikatel scroll at the top of every web page, reinforcing the connection between the two partners. At the launch, the minister of health praised Ikatel's efforts and spoke glowingly about PSI/Mali's programs in the areas of HIV/AIDS, child survival, malaria and family planning. The USAID director also lauded PSI and its new mosquito net treatment kits, which are "a gift of love greater than earrings or jewelry, one that protects your family and saves lives." — Hannah Koenker, PSI/Mali
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