The Mobile Alliance for Maternal Action (MAMA), a global consortium with public-private funding, has delivered vital health information over the past 5 years to pregnant women, new mothers, and their families through their mobile phones with messages specifically designed for behavior change. Through an age- and stage-based model, the messages correspond to what a woman is experiencing in her pregnancy or in her child’s development, creating a trusting relationship between the end user and the MAMA service. With an intentional focus on countries where high maternal and newborn mortality rates intersect with an increasing proliferation of mobile phones, MAMA directly supported country programs in Bangladesh, India, and South Africa. In 2015, MAMA Nigeria was launched as a 3-year project (October 2015–September 2018) branded in program year 1 (PY1) as HelloMama.
The HelloMama project operated in Nigeria with the goal of improving health outcomes for pregnant women, newborns, children, and families in Nigeria through age- and stage-based mobile messaging that complements the efforts of frontline health care workers (HCWs). The program was implemented in Cross River and Ebonyi state of Nigeria.
HelloMama’s theory of change is based on evidence that when a woman has appropriate information about her health, her child’s health and services that she should use, then she is more likely to adopt health behaviors and use services that will lead to improved health outcomes. HelloMama is locally led, planned for scale, and complements the national health care system by aligning with health priorities, policies, and systems.