A significant cause of maternal and infant deaths is lack of access to preventive care information
is a free mobile voice call service that provides culturally appropriate comprehensive information on preventive care and simple interventions to reduce maternal and infant mortality and morbidity in urban India. The voice calls are in the local dialect, specific to the women's gestational age or the age of the infant and are sent weekly/twice a week free of cost directly to pregnant women and mothers with infants.
Women in the community are enrolled by the sakhis. The women who come for their antenatal check up to the municipal or government hospitals are enrolled by the health supervisors. The women are enrolled for the service through partnership with NGOs, Govt Hosp, Maternity homes and ICDS workers. Clinically tested, individualized voice calls of 90-120 seconds (145 voice calls in all) in Hindi or Marathi are sent directly to the mobile phones of each enrolled woman.
The service in association with MAMA will reach out to 45,000 women in Mumbai by March 2015 and 1 million women across India.