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Andrew Rudge CEO at The Reach Trust


A behavioural economist and former banker, Andrew spent nearly a decade working abroad before returning to South Africa in 2009.  He had become very interested in the power of mobile phones to effect social change and began to explore different types of m-learning and m-health progammes.  Andrew's first mobile project was BabySMS, a free pregnancy service that delivered a daily piece of information and advice to expectant mothers via SMS.  Towards the end of 2011 he moved the project into Mxit and soon had over half a million subscribers.  Together with Marlon Parker he established the Mxit Reach Trust, an organisation focussed on utilising the Mxit platform for social good.     With the closure of Mxit in 2015, the trust has gone through a process of rebranding and refocus and is now known simply as The Reach Trust.  Reach's key focus areas are education and early childhood development. Andrew was awarded a B.Comm at the University of Stellenbosch followed by an MSc in Applied Economics (distinction) from Imperial College, London.

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