Healthy Pregnancy, Healthy Baby (HPHB) is an mHealth value added service (VAS) that delivers pregnancy and maternal and newborn child health content via SMS. Thanks to the successful partnership with leading mobile operators, this life-saving information is freely available to all families across Tanzania. As of November 2017, over 1.8 million users have cumulatively received more than 115 million messages. That’s 1.8 million pregnant women and mothers who are able to make informed decisions and change their behaviours for the benefit of the health of their families.

Under the mNutrition Initiative, funded by UK aid (the UK Department for International Development, DFID), the GSMA has supported the HPHB service since 2014. With the help of our partners, we developed localised nutrition content and provided user experience and business intelligence consultancy to identify opportunities to enhance the service. The GSMA also provided monitoring and evaluation (M&E) support to investigate how mobile can drive health outcomes. In this case study, we share the key underlying factors that have contributed to the success of the HPHB service and how it has improved nutrition behaviours amongst its users.

Our mHealth team also hosted a webinar where they presented key outcomes from the report that demonstrate the success of the Healthy Pregnancy, Healthy Baby service. You can watch the recording and see the presentation at the link below.