Brooke Cutler MAMA Mobile Learning Week

USAID 24 MCH Priority Countries

Evidence-based messages inform and educate 3

Gender and context sensitive content example: MAMA BANGALDESH ? 40+ Hello Mom

Bangladesh: Impact and Reach ~ 1.2 million 4 ANC* +31% Facility-based delivery* +16% Exclusive breastfeeding* +19% *Aponjon subscribers vs. National Average BDHS 2011

with clinic data, our most rigorous and well planned India: Impact and Reach ~ 31,000 in six months RCT on health outcomes with clinic data, our most rigorous and well planned research so far!

South Africa: Impact and Reach ~ 670,000 Integration into NDoH ~45% receive HIV+ SMS content 55% of users spend >30 mins on mobisite

Broadband leapfrogging traditional mobile services 2014 2016 In developing countries, mobile-broadband penetration is increasing at a rate x4 that of developed countries Over 80% of broadband is expected to be mobile. Many people’s first and only access to the Internet will be via a mobile device.

Overcoming barriers to female phone use Cost Free or subsidized, leveraging free channels Lack of locally relevant content Highly localized, translated, content women trust Literacy & Tech literacy IVR Lack of familiar support Content for house-hold decision makers

Subscribers Trust and Value the Service >90% 95% Felt the messages met their needs for information during and after pregnancy Said they would recommend the service

Improved Knowledge, Attitudes and Behaviors Bangladesh 75% of women and “gatekeepers” reported the ability to take action to improve the health of the mother or baby as a result of the messages. South Africa User-testing revealed that most users felt the service gave them new knowledge on how to care for their child.

Improved Knowledge, Attitudes and Behaviors Aponjon Subscriber National Average BDHS 2011 Attended 4 ANC visits 63% 32% Had a facility-based birth 45% 29% Exclusively breastfed 83% 64%

INQUIRIES: Brooke Cutler bcutler@mobilemamaalliance.org www.mobilemamaalliance.org @MAMAGlobal @KGagnaire