Digital health for mothers and newborns: Evaluating a mobile voice messaging awareness campaign in Mali, a...

In low-resource settings like Mali, limited literacy and poor healthcare access hinder awareness of maternal, newborn, and child health (MNCH). Mobile voice messaging offers a promising solution to reach underserved populations. This study aimed to implement an MNCH awareness campaign using the Viamo "37 3-2-1" platform and assess user engagement and message comprehension on a key maternal health topic.

From August 1, 2022, to August 31, 2024, we conducted a descriptive observational study, in which 30 voice messages related to MNCH were disseminated through the Viamo "37 3-2-1" platform. Topics included antenatal care (ANC), pregnancy danger signs, obstetric emergencies, obstetric fistula, and family planning. Messages were provided in local languages and followed by short quizzes to assess comprehension. Descriptive statistics were used to analyze user engagement and quiz performance.

A total of 628 409 unique listeners accessed the platform, generating 9 065 349 message listens. The most engaged demographic group was individuals under 25 years of age, representing 37% of all listeners. Listeners were geographically diverse, with the highest engagement in Sikasso (18%), Ségou (13%), and Kayes (11%). Frequently accessed topics included blood donation, ANC, risks associated with home births, and emergency obstetric care. Comprehension quizzes indicated strong knowledge uptake, with over 90% of respondents answering correctly.

The Viamo "37 3-2-1" voice platform was effective in disseminating MNCH information and improving comprehension, particularly among youth and male audiences. Although behavior change was not measured, high engagement, and quiz performance suggest strong potential for increasing MNCH awareness in resource-limited settings.