Launched late November 2012, Wazazi Nipendeni, (Swahili for parents love me) a text messaging service sending out timely free healthy pregnancy and safe motherhood information has already registered 100,000 active users with over 4 million text messages sent.
The Wazazi Nipendeni multi-media campaign includes promotion of the free text messaging service by listing the short-code on the campaign materials and instructs anyone interested in more information about healthy pregnancy to send the word ‘MTOTO’ (child) to the short-code 15001. Registrants receive instructional messages during registration, allowing them to indicate the woman’s current week or month of pregnancy (or the age of the newborn baby) during the enrollment process.
“I found the text messages on my phone very useful during the period of my pregnancy”, says Eliza (29) and a housekeeper in Dar es Salaam. This first-time mother was part of a group of women that gave feedback on the informative messages before the service started. She registered for the service as soon as it was launched in November 2012.
“I was happy to receive the ‘Wazazi Nipendeni’ information about my pregnancy. I liked the helpful tips, including the importance of attending clinics regularly. I was able to learn about the need for testing and malaria prevention. I feel that it benefited me to know these things. I was able to go and deliver my baby safely since my baby was born healthy and without malaria. This service has also assisted my husband to better understand what I was going through during my pregnancy, so that he could be of greater assistance to me according to my needs.”
Eliza considers herself privileged when it comes to receiving information. She reads the newspapers and listens to radio. The housekeeper believes the service will especially be useful to women in remote areas as many have a mobile phone. “Many people, especially those living in rural areas, are not realizing how important it is to visit clinics”, she states. “They just don’t receive as much education and information as we do a big city. Newspapers are scarce there and not everyone has a radio. It also does not cost anything to get these text messages. So anyone can get the information from the Wazazi Nipendeni text messaging service. It will benefit many people, because it reaches all regions around the country.”
Tanzania is a large country, it almost 900,000 square kilometers big. The country is approaching a population of 44 million. Current reports show that there are over 25 million mobile phone subscribers in our country. Tanzania registers the highest average number of text messages sent per month per subscriber in East Africa. The use of text messaging (SMS) doubled over the past few years to almost 5 billion messages in 2012. The mobile technology is therefore recognized by the ministry as a useful tool to offer crucial healthy pregnancy and safe motherhood information to even the most remote pregnant woman and her supporters.
Dr. Mwendwa E. Mwenesi M.D, M.A- Health Policy, Planning and Management, Phones for Health (mHealth) Country Coordinator is proud to introduce the service as part of the Tanzanian Ministry of Health and Social Welfare current mHealth initiatives:
“The government actually has recognized the benefits of using technology for healthcare”, she elaborates. “The Ministry of Health and Social Welfare is giving a priority to mHealth initiatives and projects, because we have seen what it can do. The text message service Wazazi Nipendeni offers maternal health information and care of newborn. It can be accessed by the pregnant mother and couples through their mobile phone. Now people can have access to health information in the palm of their hands!”
The media campaign and text messaging service support the Government of Tanzania (GoT) and the United Nations (UN) Campaign on Accelerated Reduction of Maternal Mortality in Tanzania (CARMMA TZ), officially launched by President Kikwete in 2011. The Wazazi Nipendeni campaign takes steps in operationalizing CARMMA TZ as well as in directly supporting the achievement of the Millennium Development Goals (MDG). It is the aim of the Tanzania governments Strategic Plan to accelerate reduction of maternal, newborn and child deaths in Tanzania (2008-2015). The Tanzania government aims to reduce the roughly 45,000 newborn deaths and 13,000 maternal deaths it registered in 2008 by three-quarters by 2015.
The mHealth Partnership Country Manager Emerson underlines that the text messages include comprehensive healthy pregnancy and safe motherhood topics: “The messages cover timed information concerning prevention of mother to child transmission of HIV/AIDS, antenatal care, family planning, malaria prevention, nutrition (for mother and baby), danger signs, individual birth plan, postpartum care and entertaining information such as fetal development milestones.”
The Wazazi Nipendeni text messaging component of the campaign is led by the Government of The United Republic of Tanzania and is supported by several key partners including Centers for Disease Control and Prevention (CDC), CDC Foundation, United States Agency for International Development (USAID), Johns Hopkins Bloomberg School of Public Health Center for Communication Programs, Elizabeth Glaser Pediatric AIDS Foundation, the Joining Hands Initiative (JHI-Aga Khan Health Services), Text to Change and many others.
The Tanzania mHealth PPP is looking for corporate sector organisations to join and benefit from such collaboration; through relationship building, public relations as well as marketing opportunities etc.