2017 ICT4D Conference

Authors: Prerna Kumar, *Lakshmi Kota, and Aparna Hegde

Introduction: The mMitra programme provides a free mobile voice messaging service with culturally appropriate, comprehensive information on preventive care and available interventions for pregnant and lactating women in the urban slums of Mumbai, on a schedule based on the gestational age or age of the infant. This study compared the knowledge and health-seeking behaviour of existing subscribers (ES) with those of eligible women intending to subscribe to mMitra (‘aspiring subscribers’, or AS).

Methods: A cross-sectional survey was conducted among 761 randomly selected pregnant women (368 ES and 393 AS). Chi-square and logistic regression were used to determine associations.

Results: Over 75% of ES versus 64% of AS knew to visit the doctor when required (OR, 1.658; 95% CI, 1.183-2.325). Over 48% of ES compared with 23% of AS were aware of the need for calcium supplementation (OR, 2.987; 95% CI, 2.104-4.241). About 87% of ES and 79% of AS understood the importance of preventing infection by taking 2 TT injections (OR, 1.781; 95% CI, 1.164-.2.725). 55% of ES versus 48% of AS reported being able to identify signs just before the onset of labour (OR, 1.340; 95% CI, 1.006-1.786). 90% of ES versus 87% of AS stated that complementary feeding for infants should start at six months (OR, 1.708; 95% CI, 1.117-2.611).

ES did better than AS on all practice indicators: 90% of ES attended the recommended four or more ANC visits versus 67% of AS (OR, 4.43; 95% CI, 2.685-7.287). 24% of ES versus 15% of AS took IFA supplementation as per their gestational age (OR, 1.711; 95% CI, 1.028-2.848). 81% of ES in the third trimester of pregnancy had taken at least 2 TT injections, compared to 60% of AS. ES were almost three times more likely to take TT injections than AS (OR, 2.870; 95% CI, 1.880-4.381). 95% of ES reported taking calcium regularly compared to 80% of AS (OR, .200; 95% CI, 0.114-0.352).

Conclusion: Voice messages are effective in improving subscribers’ knowledge and health-seeking behaviour.This model shows promise