SBC Logo
Back to Programs

Wazazi Nipendeni (Tanzania SMS Maternal Health)

Tanzania, East Africa

Wazazi Nipendeni ("Parents Love Me") is Tanzanias national multimedia safe motherhood campaign launched in 2012. The free SMS service delivers 3-4 messages weekly in Swahili to pregnant women and new mothers on topics including antenatal care, HIV/PMTCT, malaria prevention, and breastfeeding. Reached 100,000 subscribers in just 15 weeks. Phase II expanded to cover postpartum care and child health up to age one, addressing immunizations, Vitamin A, and family planning.

Behavior Goal

Improve antenatal care attendance, HIV testing/PMTCT enrollment, malaria prevention, facility delivery, and early exclusive breastfeeding through mobile health messaging

Target Audiences

Caregivers/Parents

Methods & Approaches

Mass Media Campaigns

Implementers & Partners

  • Tanzania Ministry of Health
  • Johns Hopkins CCP
  • CDC Foundation
  • Elizabeth Glaser Pediatric AIDS Foundation
  • Text to Change

Donors & Sponsors

  • USAID
  • CDC
  • PMI (Presidents Malaria Initiative)
  • PEPFAR

Key Takeaways

  • 1Achieved 100,000 subscribers in 15 weeks demonstrating rapid uptake
  • 2Free SMS service removes cost barrier for users
  • 3Time-sensitive messages tied to pregnancy stage/baby age
  • 4Male partners can also subscribe to support pregnant women
  • 5Multi-media campaign (TV, radio, outdoor ads) promotes SMS registration

Sources

Related Programs