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 cellphone, it gives an immediate solution to a common health problem in cases of emergency.

The Mexican Red Cross attends more than 3,000 emergencies daily. In 5% of the cases, patients die for not having basic medical information available, patients unable to provide it, without a medical tag. The strategy, turning the victims' cellphone into a tool to save their lives. SOS SMS, an emergency service that gives the Red Cross rescuers access to the patient's medical information by dialing *SOS in the victim's cellphone emergency screen. After receiving an invite via SMS, the users can register their data in the Red Cross database, either by replying the SMS or by entering the website.

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.

There are different devices that rescue teams use to determine basic medical information in case of an emergency, but now the victim's mobile can become the most effective tool in the Red Cross rescuers protocol. 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.