1. Brooke Cutler
MAMA
Mobile Learning Week

2. USAID 24 MCH Priority Countries

3. Evidence-based messages inform and educate3

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

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

6. 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!

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

8. 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.

10. 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

11. 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

12. 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.

13. 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%

14. INQUIRIES: Brooke Cutler