Impact of mHealth interventions for reproductive, maternal, newborn and child health and nutrition at scale: BBC Media Action and the Ananya program in Bihar, India

• Published in: Journal of global health 2020-12, Vol.10 (2), p.021005-021005
• Main Authors: Ward, Victoria C, Raheel Hina, Weng Yingjie, Mehta, Kala M, Dutt Priyanka, Mitra Radharani, Sastry Padmapriya, Godfrey, Anna, Shannon, Melissa, Chamberlain, Sara, Kaimal Rajani, Carmichael, Suzan L, Bentley, Jason, Abdalla Safa, Pepper, Kevin T, Mahapatra Tanmay, Srikantiah Sridhar, Borkum Evan, Rangarajan Anu, Sridharan Swetha, Rotz, Dana, Nanda Priya, Tarigopula, Usha Kiran, Atmavilas Yamini, Bhattacharya Debarshi, Darmstadt, Gary L, Carmichael, Suzan, Chaudhuri Indrajit, Creanga Andreea, Irani Laili, Munar, Wolfgang A, Saggurti Niranjan, Shah, Hemant, Ward, Victoria, Walker, Dilys, Wilhelm, Jess
• Format: Article
• Language: English
• Subjects: Breast feeding; Cellular telephones; Childrens health; Communication; Folic acid; Global health; Health behavior; Health care; Health services; Households; Maternal & child health; Newborn babies; Occupational exposure; Postpartum period; Research Theme 6: Learning from Ananya Programme in Bihar; Telemedicine; Womens health
• ISSN: 2047-2978; 2047-2986
• DOI: 10.7189/jogh.10.021005

BackgroundMobile health (mHealth) tools have potential for improving the reach and quality of health information and services through community health workers in low- and middle-income countries. This study evaluates the impact of an mHealth tool implemented at scale as part of the statewide reproductive,maternal, newborn and child health and nutrition (RMNCHN) program in Bihar, India.MethodsThree survey-based data sets were analysed to compare the health-related knowledge, attitudes and behaviours amongst childbearing women exposed to the Mobile Kunji and Dr. Anita mHealth tools during their visits with frontline workers compared with those who were unexposed.ResultsAn evaluation by Mathematica (2014) revealed that exposure to Mobile Kunji and Dr. Anita recordings were associated with significantly higher odds of consuming iron-folic acid tablets (odds ratio (OR) = 2.3, 95% confidence interval (CI) = 1.8-3.1) as well as taking a set of three measures for delivery preparedness (OR = 2.8, 95% CI = 1.9-4.2) and appropriate infant complementary feeding (OR = 1.9, 95% CI = 1.0-3.5). CARE India’s Community-based Household Surveys (2012-2017) demonstrated significant improvements in early breastfeeding (OR = 1.64, 95% CI = 1.5-1.78) and exclusive breastfeeding (OR = 1.46, 95% CI = 1.33-1.62) in addition to birth preparedness practices. BBC Media Action’s Usage & Engagement Survey (2014) demonstrated a positive association between exposure to Mobile Kunji and Dr. Anita and exclusive breastfeeding (58% exposed vs 43% unexposed, P