Mobile Alliance for Maternal Action (MAMA)
The Mobile Alliance for Maternal Action (MAMA) was launched in 2011 as a public-private partnership between USAID, Johnson & Johnson, the UN Foundation, and BabyCenter with the goal of catalyzing a global community to deliver vital health information to new and expectant mothers and their families through mobile phones. BabyCenter created a core set of messages for MAMA that are timed and targeted to pregnant women and infants through three years old. Delivered directly to the woman’s phone, MAMA has enabled millions of pregnant women and mothers to get the information they need exactly when they need it – right in the palm of their hands.
MAMA has supported programs in four countries – Bangladesh, India, Nigeria, and South Africa – and helped create tools and resources to strengthen new and existing mobile health education programs. Over the course of four and a half years, MAMA successfully reached over 7.5 million women and families with vital health information. The messages are free and adaptable and were informed by experts in maternal, newborn, and child health. Cumulatively, these messages are being used by more than 160 organizations in more than 54 countries around the world. Beyond the number of people reached, results show improved health behaviors from MAMA country program subscribers, including higher rates of exclusive breastfeeding, delivery in clinics or with skilled birth attendants, adherence to recommended pre- and post-natal care visits, and recommended vaccinations for mother and child.
The impact and visibility of MAMA’s work has contributed to a shift in the field, with governments increasingly integrating digital health into their work and local partners building their own capacity to lead implementation. Although MAMA concluded as a global public-private partnership in December 2015, the work that it started lives on through four country programs that work with government, partners, and donors to continue to provide women and their families with life-saving health information.
Resources are available through K4Health and BabyCenter:
All tools, resources, and reports produced by MAMA can be found here.
BabyCenter now hosts an updated version of the messages under their new name, Mission Motherhood® Messages. If your organization is interested in using the messages, apply here.