Mass Media Campaigns

Khushi Baby is an Indian nonprofit leveraging AI and digital health platforms to improve maternal and child health outcomes, particularly immunization tracking in rural India. Its Community Health Integrated Platform (CHIP) provides mobile apps for 70,000+ community health workers (ASHAs/ANMs) and AI-powered dashboards for health officials. The platform tracks 800+ health indicators, identifies zero-dose children, and uses geospatial intelligence to map health inequities. Mothers in intervention areas are 1.66 times more likely to have fully immunized infants. The platform has tracked 45+ million beneficiaries across Rajasthan, Maharashtra, and Karnataka.

Lark Health is a CDC-approved AI-powered diabetes prevention program that provides 24/7 personalized coaching via smartphone. The year-long program uses conversational AI to deliver the PreventT2 curriculum through 26 educational lessons covering weight loss, physical activity, nutrition, stress management, and sleep. Members receive cellular-connected smart scales for real-time weight tracking. The AI coach uses cognitive behavioral therapy and positive psychology strategies. Studies show 40% of participants achieve 5%+ weight loss, with significant reach to rural (24%) and underserved areas (31%) lacking in-person programs.

India's flagship nutrition awareness campaign conducted annually in September. Uses mass media, community mobilization, and interpersonal communication to promote breastfeeding, complementary feeding, anemia prevention, and hygiene behaviors among mothers, children, and adolescent girls.

Nivi is a digital health platform using AI chatbots on WhatsApp and Facebook Messenger to provide personalized family planning information and support in India, Kenya, and Nigeria. Available 24/7, Nivi offers contraceptive counseling, debunks myths, provides personalized method recommendations based on user preferences, and connects users to nearby clinics. The platform uses AI and behavioral science to address the significant unmet need for modern contraceptives - estimated at 51 million couples in India alone. With 807,000+ active users in India and 3 million conversations globally, Nivi achieves a 13% referral rate to health facilities.

UNICEF's mobile engagement platform using AI chatbots to amplify youth voices globally. Launched in 2011, it connects over 39 million young people across 90+ countries via SMS, WhatsApp, Facebook Messenger, and other platforms. During COVID-19, U-Report chatbots disseminated factual health information and countered misinformation. The platform conducts polls on health, climate, and education, with insights shaping policies globally. In Brazil, the "Pode Falar" AI chatbot (Ariel) provides anonymous mental health support to 90,000+ young people.

A UNESCO campaign launched in April 2020 that crowdsourced culturally relevant, openly licensed creative content from African artists—songs, dances, and visual art—to combat COVID-19 misinformation in local languages. Over 400 artists from 36 African countries participated, including Ugandan star Bobi Wine whose 'Corona Virus Alert' song went viral.

The Global Fund invests in behavior change communication as part of comprehensive HIV, TB, and malaria programs. Supports national campaigns for prevention, testing, and treatment adherence across more than 100 countries, with particular focus on key populations and vulnerable groups.

BBC Media Action uses media and communication to reduce conflict and build peace in fragile states. Programs include radio dramas addressing ethnic tension, TV debates promoting dialogue, and digital platforms for citizen engagement. Active in countries including Nigeria, Myanmar, South Sudan, and the Democratic Republic of Congo.

Egypt's national campaign to eliminate Hepatitis C, one of the world's most successful mass screening and treatment programs. Combined mass media awareness with community screening drives, treating over 4 million people. Used behavior change communication to reduce stigma and encourage testing.

The largest public health initiative in history, GPEI uses comprehensive communication strategies including community mobilization, interpersonal communication through health workers, and mass media to achieve polio vaccination coverage. The initiative has reduced polio cases by 99.9% since 1988 through sustained behavior change communication.

A multi-country initiative to improve infant and young child feeding practices through strategic behavior change communication. Uses mass media, community-based counseling, and policy advocacy to promote exclusive breastfeeding and appropriate complementary feeding in Ethiopia, Bangladesh, Vietnam, and other countries.

WHO's global social media campaign combating COVID-19 misinformation through the 'infodemic' response. Leveraging TikTok, Instagram, Twitter, and YouTube, the campaign partnered with influencers and celebrities worldwide to counter false health claims with accurate information. Featured viral dance challenges, myth-busting content, and shareable graphics translated into dozens of languages. The campaign specifically targeted youth populations most active on social media platforms, using humor and pop culture to make health messaging engaging and shareable.

Population Services International's comprehensive malaria program uses social marketing and behavior change communication to increase use of insecticide-treated nets, improve care-seeking behavior, and promote preventive treatment. Active across sub-Saharan Africa with proven impact on malaria mortality reduction.

The world's largest annual environmental civic action, mobilizing 30-40 million volunteers across 110+ countries for coordinated cleanup efforts, tree planting, and environmental awareness. Partnered with UNEP, it addresses the global challenge of mismanaged waste through collective action.

Novissi is Togo's groundbreaking AI-powered mobile money cash transfer program launched in 2020 during the COVID-19 pandemic. The program uses machine learning algorithms combined with satellite imagery and mobile phone data to identify individuals living in extreme poverty. Satellite images analyze roof material density and land plot size, while ML algorithms examine call records, internet usage, and mobile money balances to estimate individual wealth. The program distributed US$34 million to over 920,000 people (25% of Togo's adult population) using mobile money compatible with 2G phones via USSD technology, reaching those without internet access.