[dot]GOOD’s intuitive marketing campaign helps grow CHOMA’s user base on social media

This campaign was driven by a competition, whereby new and existing CHOMA users could upload a ‘selfie’ to Mxit or Facebook to stand in line to win 1 of 10 Samsung Galaxy S4s. The competition was supported by an interactive fun-filled roadshow at various schools, universities and FET colleges as well as Mxit splash screen advertising.

CHOMA, an interactive mobile platform, which is an initiative by HIVSA, provides reliable information on sexual and reproductive health, HIV and AIDS, TB and a host of other health related issues. CHOMA is focused on engaging with young women between the ages of 15 and 25 in a fun, entertaining and interactive way. Their aim is to educate, inspire and motivate these women to make the best choices in order to keep themselves healthy and HIV free.

“The increase in interaction with CHOMA means that we are touching the lives of many more adolescent girls and young women than before, which gives us the opportunity to play an important role in helping them to make well-informed and healthy life choices,’ says Jean Armstrong, CEO of HIVSA.

[dot]GOOD, South Africa’s first and only dedicated for-good marketing agency, was approached by HIVSA to conceptualise and develop this successful campaign. “We are proud to announce that we have managed to increase CHOMA’s fan interaction by over 400% in just two months, which was double our target,” says Michael Baretta, founder of [dot]GOOD.

CHOMA received 100 000 click-throughs on Mxit splash screen advertising (more than a 4% response rate) and has gained over 6000 new Facebook fans as a result of the campaign.

The CHOMA roadshow stopped at 22 venues across Gauteng and managed to engage with over 12 000 people. The roadshow consisted of interactive pop-up stations where [dot]GOOD promoters engaged with young women and encouraged visitors to take a ‘selfie’ with fun and amusing props to enter the competition and to win instant prizes.

“We really liked [dot]GOOD’s concept because of the psychology behind the ‘selfie’; taking a ‘selfie’ may be viewed as narcissistic but if you dig a little deeper it actually enables individuals the opportunity to capture versions of themselves that they want to remember and that they are proud to be viewed by others. Seen in this way ‘selfie’ can serve as an empowering tool that grants our users a small amount of control over their identities and how they are perceived by other,” continues Armstrong.


“It has been such a great opportunity to be part of such a successful campaign. I believe that this campaign created great awareness for CHOMA and will benefit young women in the long run,” says Baretta.

“Our vision is to engineer innovative marketing solutions, while benefiting the greater community. It makes us proud to work with organisations that are aligned with what we do. It is every organisation’s responsibility towards society to do good while doing well”, concludes Baretta.

“CHOMA is the ideal platform for young women to let their voices be heard and it also provides reliable health information to them. This platform is a perfect example of education made fun and entertaining,” says Armstrong.

For more information about [dot]GOOD, phone 011 447 0427, email [email protected] or visit www.dotgood.co.za. Alternatively, visit and like [dot]GOOD’s Facebook page, here.

For more information about HIVSA, phone 011 339 1668, email [email protected] or click here. Alternatively, visit and like CHOMA’s Facebook page, here.