In India, mMitra, a mobile health program launched in late 2014 with support from Johnson & Johnson and other partners, is promoting positive and healthy behaviours among mothers in low- income urban communities across the country. This free mobile voice call service provides culturally appropriate comprehensive information on preventive care and simple interventions to improve maternal and new-born health in urban India. Leveraging and adapting the content expertise of BabyCenter, a Johnson & Johnson Company, the voice calls are in the local dialect specific to the woman's gestational age or the age of the infant, and are sent twice a week directly to pregnant women during their chosen timeslot.
In its first year of operation around 200,000 women enrolled for the service, and by the end of 2016 more than 600,000 expectant mothers were benefitting from the program, which means it has helped at least 1.2 million mothers & children to date in India. Johnson & Johnson continues to support the program and in response to local demand, recently expanded the program to help curb severe acute malnutrition and improve adherence to HIV care.