Every day the Mexican Red Cross attends more than 3,000 emergencies. In 5% of the cases, patients die for not having basic medical information available. Patients who are in state of shock or unconscious and that don't have a medical tag to access this data. To solve this we used people's cellphone, the one thing anyone always has at hand. By making the service so accessible, it became a valuable tool that the Red Cross rescuers can now use to give proper attention to victim's, validating the mission and the image of the Red Cross as a reliable health institution.

In the pre-launch stage 300,000 users were invited via SMS, since March 19th 2015.

So far, 40% have successfully registered their personal medical information in the Red Cross database.

The launch stage will be supported by a national media campaign, after which we expect to reach 80% of all the cellphone users in Mexico.

An SMS message to all cellphone users is the media with maximum penetration, so the media itself is at the core of the idea.

Nowadays almost anyone has a cellphone with them all the time. We sent an invitation via SMS to cellphone users throughout Mexico, so they could enter their medical information in our database by replying to the message or by entering the Red Cross website, turning their own cellphone into a tool to save their own lives.

This service was targeted to any person with any kind of mobile phone. People value the Red Cross as an institution they can rely on in cases of emergency. SOS SMS helps the Red Cross to give a better rescue service, and thus strengthens the image of this institution and the bond people have with it.