Text4Baby- Using Personalized Messaging to Help Latinas through Early Motherhood
October 21, 2010 :: Posted by: Carla Briceno
At Bixal, we’re always looking around for examples of great ways to engage different segments of the Hispanic market in the US and Latin America using culturally-relevant communications and innovative technologies – whether it be the web, social media or mobile.
Recently we dug into the details of Text4Baby, an innovative effort using free SMS Text Messaging to educate and inform new and expectant mothers about maternal and early childhood health. Most innovative aspects of this program:
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Reaching Latina Mothers Where They Are
Making important health information available through text is an effective way of reaching young and minority populations. According to research by the Pew Institute, 70% of all African Americans and English-Speaking Hispanics use text messaging (compared to just over half of whites). Additionally, 9 out of 10 have cell phones and 95% send and receive texts.
- Personalized Communications with “Just in Time” Messaging
Women who sign up for the service enter their due dates or baby’s date of birth to receive timed messaging that helps them through their personal stage of early motherhood. Subscribers receive messages three times a week that tackle a variety of topics critical to maternal and child health, including preventive care, immunizations, oral health, and nutrition. The program also sends out phone numbers that new mom’s can call to get free counseling and childcare services.
Here’s a sample text:
“It’s normal for new moms to feel tired or overwhelmed. But if you’re crying a lot or feeling anxious or hopeless, please call 1-800-944-4773 for help.”
- Bilingual
The program offers texts in English and Spanish through two keywords. English preferring women enter the program by texting BABY to 511411, while Spanish speakers text BEBE.
- Simple approach
The site is very straightforward and participants receive clear messaging on how to join and opt-out if they decide to do so.
- Collaborative Effort
Text4baby is a service of the Healthy Mothers, Healthy Babies Coalition (HMHB), but the Department of Health and Human Services and the White House Office of Science and Technology Policy are partners in the initiative. All major US mobile operators have also signed on to keep the service free to subscribing women.
Results
Text4Baby is celebrating reaching 90,000 subscribers this October! The program is a great success story and offers a valuable public-private partnership model that includes partners as diverse as the Obama Administration, MTV, and Georgetown University. Kudus to everyone involved in getting valuable health information to communities where it is much needed. Is anyone aware of similar health initiatives? Please share them in the comments below!
Comments
eric diaz said on Thu October 21 at 04:35
Cool article, who knew this was around! Video was a good accompaniment as well.