MAMA Mobile Messaging

Proven behaviour change expertise

Mobile Alliance for Maternal Action (MAMA) provides evidence-based health content to mothers in low resource settings, via mobile messaging. MAMA’s founding partners are USAID, Johnson & Johnson and BabyCenter.

Thrive has delivered over 5,000 health and behaviour change messages, improving the health of over three million pregnant women and mothers of infants up to three years old.

Used by more than 160 organisations in over 50 countries around the world, the messages have been translated into 24 languages.



The Health Alliance International working in Timor-Leste found the message programme made measurable differences in people’s health behaviours:

  • Use of a skilled birth attendant increased substantially
  • Deliveries at a health facility increased by 17%
  • The number of women having postpartum care doubled.

VOTO Mobile working in Ghana found similar results:

  • The numbers of women sleeping under a mosquito net doubled
  • 78% of women exclusively breastfed their babies (up from 44%)
  • Three quarters of women took their baby to hospital when they were ill
  • 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