Health messaging for HIV+ mothers

Using mobile messaging to improve maternal health

Project outline

Thrive works with our partners, Johnson & Johnson, and the South African National Department of Health to deliver a free mobile messaging programme, supporting pregnant women and new mothers.

The result is a national mobile health service called MomConnect, which provides stage-based information to new and expectant mothers on their mobile phones. Our simple yet effective messages use evidence-based research and proven behaviour change techniques to support and inform women, who otherwise have limited access to prenatal care.

MomConnect illustrates how mobile health innovation, targeted content and behaviour change expertise can directly improve health, by empowering women to make informed choices.

Pregnant African Woman


Our messages reach 700,000 mothers every year, resulting in:

  • An increase in antenatal care
  • An increase in vaginal births
  • A reduction in low birth weight babies
  • Increased early infant diagnosis of HIV


  • 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