HNI Madagascar: Information via mobile to tackle gender-based violence
3-2-1 is a free, on-demand voice and text-based information service that has attracted over 3 million Airtel Madagascar subscribers since it launched in March 2010. The 3-2-1 Service is provided by HNI, an international NGO, and branded and marketed by Airtel Madagascar. After being awarded a GSMA Connected Women Innovation Fund grant, HNI conducted extensive consumer insights research, which informed the development of new gender content added to the 3-2-1 Service. The consumer insights research confirmed significant gender inequality in Madagascar – many women are not aware of their rights and gender-based violence is a major problem. Additionally, women showed interest in learning about health and education. In an effort to bridge this information gap, HNI created the first ever on-demand gender mobile information service for women in Madagascar.