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MAMA: Mobile Alliance for Maternal Action
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MAMA: Mobile Alliance for Maternal Action



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  • 1. The power of health in every mama’s hand…Founding Partners Supporting Partners
  • 2. MAMA: The power of health in every mama’s handThe Mobile Alliance for Maternal Action(MAMA) is engaging an innovative globalcommunity to deliver vital healthinformation to new and expectantmothers through mobile phones.Three-year, $10m investment to create &strengthen programs in Bangladesh,South Africa and India and enhanceglobal capacity building of new & existingmobile health information programs formoms.Guiding Principles:Scale, Impact and Sustainability 2
  • 3. MAMA Case Study: Scaling Through CountryProgramsNo “1 size fits all approach”South AfricaChallenge: South Africa SMS rates aresome of the highest in the world.Innovation: Mobile Web articles(mobi)• High penetration of feature phones that have mobile web capabilities• MAMA South Africa aims to reach ~250k women through mobile webBangladeshChallenge: Poorest women cannot afford to pay for the service butneed it mostInnovation: Sustainable financing model that allows for absorptionof multiple revenue streams; “freemium” model where premiumservices can subsidize basic service for the poorest 3
  • 4. MAMA: Scaling through Global LearningGlobal Learning: Reaching 32 orgs in 22countries that will serve ~8.3m women*Challenge: Creating engaging and evidence-based mobile content tailored to moms andcontinuing to develop engaging, accessiblemodules.Innovation: MAMA global learning programs • Free adaptable mobile messages on website, companion learning modules & share-back of content • Country & Field Input: Cross-country Your baby is a month old! Look at how learning, side-session Cape Town Summit much hes grown by drinking your and ongoing reaching out to field for breastmilk. If he refuses to eat, take him to the clinic to find out why. challenges & solutions. * Self-reported from organization content request application 4
  • 5. MAMA: Scaling through Multi-Sector EngagementThe PartnershipFunders: USAID & Johnson & JohnsonPartners: United Nations Foundation,mHealth Alliance, BabyCenterChallenge: Developing a PPP that leveragespartner strengths under a common visionInnovation: Leveraging previous or concurrent workof partners, cataloging partner assets and networksbeyond cash contributions, identifying gaps todetermine need for new partners, creating a solidgovernance structure for decision-making andtransparency 5
  • 6. MAMA: IWG Role in ScaleEncourage local country governments to engagestrategically and aim for scaled programs vs. one-off pilotsEncourage strategic coordination of mHealth “ask” oftelcosContinue to build evidence base for mobile & MCHincluding sustainable financing models & balancingevidence & innovationKeep convening cross-sector stakeholders to share ideas,challenges, best practices 6