This document discusses MAMA, the Mobile Alliance for Maternal Action, which aims to deliver health information to mothers through mobile phones. It provides a 3-year, $10 million investment to strengthen programs in Bangladesh, South Africa, and India. It discusses challenges each country faces and innovations used. MAMA also aims to reach 32 organizations in 22 countries serving over 8.3 million women through global learning programs. Finally, it discusses the partnership between funders like USAID and partners to leverage their strengths and identify gaps through a governance structure.

1. The power of health in every mama’s hand…
Founding Partners Supporting Partners

2. MAMA: The power of health in every mama’s hand
The Mobile Alliance for Maternal Action
(MAMA) is engaging an innovative global
community to deliver vital health
information to new and expectant
mothers through mobile phones.
Three-year, $10m investment to create &
strengthen programs in Bangladesh,
South Africa and India and enhance
global capacity building of new & existing
mobile health information programs for
moms.
Guiding Principles:
Scale, Impact and Sustainability
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3. MAMA Case Study: Scaling Through Country
Programs
No “1 size fits all approach”
South Africa
Challenge: South Africa SMS rates are
some 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 web
Bangladesh
Challenge: Poorest women cannot afford to pay for the service but
need it most
Innovation: Sustainable financing model that allows for absorption
of multiple revenue streams; “freemium” model where premium
services can subsidize basic service for the poorest
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4. MAMA: Scaling through Global Learning
Global Learning: Reaching 32 orgs in 22
countries that will serve ~8.3m women*
Challenge: Creating engaging and evidence-
based mobile content tailored to moms and
continuing to develop engaging, accessible
modules.
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 he's 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
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5. MAMA: Scaling through Multi-Sector Engagement
The Partnership
Funders: USAID & Johnson & Johnson
Partners: United Nations Foundation,
mHealth Alliance, BabyCenter
Challenge: Developing a PPP that leverages
partner strengths under a common vision
Innovation: Leveraging previous or concurrent work
of partners, cataloging partner assets and networks
beyond cash contributions, identifying gaps to
determine need for new partners, creating a solid
governance structure for decision-making and
transparency
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6. MAMA: IWG Role in Scale
Encourage local country governments to engage
strategically and aim for scaled programs vs. one-off pilots
Encourage strategic coordination of mHealth “ask” of
telcos
Continue to build evidence base for mobile & MCH
including sustainable financing models & balancing
evidence & innovation
Keep convening cross-sector stakeholders to share ideas,
challenges, best practices
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