MAMA: Mobile Technology to Deliver Health Information to Mothers in Bangladesh

mNutrition context / project objective

Of every 100 people living in Bangladesh, just 55 have access to sanitation services, while 64 have mobile phone subscriptions.

MAMA is a public-private partnership that supports programmes to deliver vital health information through mobile phones to mothers and families. MAMA messages have reached nearly 2 million subscribers globally, approximately 1.2 million of those are in Bangladesh.

Project scope and partner roles

The MAMA Bangladesh programme, ‘Aponjon’, is a Voice and SMS based mobile Health Service which provides important twice weekly health messages to pregnant women, new mothers and their family members. The service aims to help the mother and her family members to receive personalised, reliable and accurate messages keeping in alignment with her week of pregnancy or the age of the baby.

After a year of pilot testing, Aponjon was launched nationally in December 2012 by Bangladeshi social enterprise Dnet, in partnership with the Government of Bangladesh Ministry of Health and Family Welfare. Expectant and new mothers are the primary subscribers. Aponjon is on track to reach more than 2 million women and families by 2015. (note – we say women and families because some of the subscribers are the women themselves, some are husbands and mothers in law, and yet others are caregivers. I think it would still work for you to say that we hope to reach 2 million mothers here, but wanted to explain that to you).

Impact

Aponjon’s 2012 Phone Survey found that substantially higher percentages of MAMA subscribers in Bangladesh reported adopting recommended behaviours (antenatal care visits, facility-based births and exclusive breastfeeding) versus national averages in the 2011 Demographic and Health Survey. In addition, nearly three-quarters of both women (72%) and gatekeeper (73%) respondents reported that they had the ability to take action to improve the health of the mother or baby as a result of the MAMA messages. More formal research is underway with results expected mid-2015.

MAMA: Mobile Technology to Deliver Health Information to Mothers in Bangladesh

mNutrition context / project objective

Of every 100 people living in Bangladesh, just 55 have access to sanitation services, while 64 have mobile phone subscriptions.

MAMA is a public-private partnership that supports programmes to deliver vital health information through mobile phones to mothers and families. MAMA messages have reached nearly 2 million subscribers globally, approximately 1.2 million of those are in Bangladesh.

Project scope and partner roles

The MAMA Bangladesh programme, ‘Aponjon’, is a Voice and SMS based mobile Health Service which provides important twice weekly health messages to pregnant women, new mothers and their family members. The service aims to help the mother and her family members to receive personalised, reliable and accurate messages keeping in alignment with her week of pregnancy or the age of the baby.

After a year of pilot testing, Aponjon was launched nationally in December 2012 by Bangladeshi social enterprise Dnet, in partnership with the Government of Bangladesh Ministry of Health and Family Welfare. Expectant and new mothers are the primary subscribers. Aponjon is on track to reach more than 2 million women and families by 2015. (note – we say women and families because some of the subscribers are the women themselves, some are husbands and mothers in law, and yet others are caregivers. I think it would still work for you to say that we hope to reach 2 million mothers here, but wanted to explain that to you).

Impact

Aponjon’s 2012 Phone Survey found that substantially higher percentages of MAMA subscribers in Bangladesh reported adopting recommended behaviours (antenatal care visits, facility-based births and exclusive breastfeeding) versus national averages in the 2011 Demographic and Health Survey. In addition, nearly three-quarters of both women (72%) and gatekeeper (73%) respondents reported that they had the ability to take action to improve the health of the mother or baby as a result of the MAMA messages. More formal research is underway with results expected mid-2015.

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