Flexible health content for crisis response

Delivering maternal and child health knowledge to developing countries

Project outline

Facebook Free Basics and aims to make the internet accessible to millions of people in developing countries. Information, including news, health and education resources are made available without data charges, bringing people online and improving lives.

In partnership with our client, BabyCenter, we have produced 120 health and care articles for new and expecting mothers in 40 countries, and in over 27 languages.

Aimed at populations with low literacy levels, content is localised and updated for each market with the help of regional maternal health experts.

Content is flexible and responsive in a crisis. During the Zika outbreak in 2016 we produced and delivered specific advice on preventing the virus for Facebook Free Basics, and in a series of SMS messages for Unicef.

African Boy


The content now reaches 5.5 million people. Thrive Director, Daphne Metland, was invited to speak at a conference on Free Basics alongside Mark Zuckerberg.

  • 50m+ People

    Over 50 million people have read content we have created

  • 45 Seconds

    Every 45 seconds someone registers on websites we create content for

  • 40 Countries

    We have created content in 27 languages that's used in 40 countries

  • 7,000 Messages

    We have written over 7,000 behaviour change health messages

  • BabyCentre (managed by Thrive) is an excellent website. The scope of information is immense, however this does not detract from the quality of the overall resource.

    British Medical Association
  • The content Thrive produce for BabyCentre is well-written, accurate and the way it clarifies complex topics is highly effective. I highly recommend BabyCentre. It’s a great resource for parents and parents-to-be.

    Dwight Lindo, Lead Neonatologist  |  Kingston Hospital, Surrey
  • On behalf of everyone on the MAMA team and our partners across the globe, I say thank you for all that you’ve contributed to our work and the movement as a whole, and I deeply believe, as one of our stakeholders recently told us, that this small but mighty team truly did “make a dent in the universe.”

    Kirsten Gagnaire, Global Director  |  MAMA