

While it’s possible to mitigate this with live service calls to women to explain the advantage of listening to the messages, it is infeasible to call all the low listeners in the program because of limited support staff - this highlights the importance of effectively prioritizing who receives such service calls. However, a key challenge ARMMAN faced was that about 40% of women gradually stopped engaging with the program. Regular listenership to these messages has been shown to have a high correlation with improved behavioral and health outcomes, such as a 17% increase in infants with tripled birth weight at end of year and a 36% increase in women knowing the importance of taking iron tablets. These messages are tailored according to the gestational age of the beneficiary.

One of the programs run by them is mMitra, which employs automated voice messaging to deliver timely preventive care information to expecting and new mothers during pregnancy and until one year after birth. ARMMAN 1, one non-profit doing just this, is based in India with the mission of improving maternal and child health outcomes in underserved communities.

While advanced applications on smartphones allow for richer multimedia content and two-way communication between beneficiaries and health coaches, simpler text and voice messaging services can be effective in disseminating information to large communities, particularly those that are underserved with limited access to information and smartphones. The widespread availability of mobile phones has enabled non-profits to deliver critical health information to their beneficiaries in a timely manner.
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