This service was targeted to any person with any kind of mobile phone. By making the service easily accessible to anyone, it becomes a valuable tool that the Red Cross rescuers can now use to give proper attention to victims, validating the mission and the image of the Red Cross as a reliable health institution.

This entry is appropriate to this category because of the life-or-death relevance for the target audience. By creating an emergency service that can be accessed by the Red Cross rescuers directly on the victim's mobile phone, it gives an immediate solution to a common health problem in cases of emergency.

There are different devices that rescue teams use to determine basic medical information in case of an emergency, but now the victim's mobile phone can become the most effective tool in the Red Cross rescuers protocol. Nowadays almost anyone has a mobile phone with them all the time. We sent an invitation via SMS to mobile phone 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 mobile phone into a tool to save their own lives.

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.

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. SOS SMS is an emergency service that gives the Red Cross rescuers access to the patient's medical information by dialing *SOS in the victim's mobile phone in the emergency screen. And so, any mobile phone can become a tool to save it's owner's life.