The COVID-19 pandemic has necessitated rapid top-down dissemination of reliable and actionable information. This presents unique challenges in engaging low-literate communities that live in poverty and lack access to the Internet. We describe the design and deployment of a voice-based social media platform, accessible over simple phones, for actively engaging such communities in Pakistan with reliable COVID information. We developed three strategies to overcome users’ hesitation, mistrust, and skepticism in engaging with COVID content. Users were: (1) encouraged to listen to reliable COVID advisory, (2) incentivized to share authentic content with others, and (3) prompted to critically think about COVID-related information behaviors. Using a mixed-methods evaluation, we show that users approached with all three strategies had a significantly higher engagement with COVID content compared to others. We discuss how new designs of social media can enable users to engage with and propagate authentic information.

Crowdsourcing enables the completion of large-scale and hard-to-automate tasks, while allowing people to earn money. However, 3.6 billion people – a workforce comprising 46.4% of the world population – who could benefit most from this source of income lack the access and literacy to use computers, smartphones, and the internet. In this paper we present Karamad, a voice-based crowdsourcing platform that allows workers in low-resource regions to complete crowd work using low-end phones and receive payments as mobile airtime balance. We explore the usefulness, scalability, and sustainability of Karamad in Pakistan through a 6-month deployment. Without any advertising, training, or airtime subsidies, Karamad organically engaged 725 workers who completed 3,939 tasks (involving 43,006 components) including translations, dataset generation, and surveys on demographics, accessibility, disability, health, employment, and literacy. Collectively, the workers produced a valuable service market for potential customers and included female, unemployed, non-literate, and blind users.

Information dissemination using automated phone calls allows reaching low-literate and tech-naive populations. Open challenges include rapid verification of expected knowledge gaps in the community, dissemination of specific information to address these gaps, and follow-up measurement of knowledge retention. We report Sawaal, a voice-based telephone service that uses audio-quizzes to address these challenges. Sawaal allows its open community of users to post and attempt multiple-choice questions and to vote and comment on them. Sawaal spreads virally as users challenge friends to quiz competitions. Administrator-posted questions allow confirming specific knowledge gaps, spreading correct information and measuring knowledge retention via rephrased, repeated questions. In 14 weeks and with no advertisement, Sawaal reached 3,433 users (120,119 calls) in Pakistan, who contributed 13,276 questions that were attempted 455,158 times by 2,027 users. Knowledge retention remained significant for up to two weeks. Surveys revealed that 71% of the mostly low-literate, young, male users were blind.

Speech is more natural than text for a large part of the world including hard-to-reach populations (low-literate, poor, tech-novice, visually-impaired, marginalized) and oral cultures. Voice-based services over simple mobile phones are effective means to provide orality-driven social connectivity to such populations. We present Baang, a versatile and inclusive voice-based social platform that allows audio content creation and sharing among its open community of users. Within 8 months, Baang spread virally to 10,721 users (69% of them blind) who participated in 269,468 calls and shared their thoughts via 44,178 audio-posts, 343,542 votes, 124,389 audio-comments and 94,864 shares. We show that the ability to vote, comment and share leads to viral spread, deeper engagement, longer retention and emergence of true dialog among participants. Beyond connectivity, Baang provides its users with a voice and a social identity as well as means to share information and get community support.

Illiteracy is one of the biggest development challenges, especially in the developing regions. There are 785M adult illiterates in the world; one in every five people has little or no basic reading skills. Illiteracy poses the following challenges: It limits the ability to understand essential information, it increases unemployment, poverty and it has a negative impact on health.