Tailored, innovative content

Project outline

In partnership with BabyCenter, Thrive has created a series of audio health messages, delivered via a free mobile voice call service in India (mMitra).

Audio messages are delivered direct to a mobile phone, twice a week during pregnancy and the first year of baby’s life. The tailored content is created using insight from women who live and work in some of India’s poorest slums. Local experts help identify culturally appropriate behaviour change triggers.

mMitra began in Dharavi, one of the biggest slums in the world, with a population of up to one million people. Following initial success, the programme has now been extended to other slums and cities in India.

A mother with her little girl on the arm


  • Increased demand at clinics
  • Earlier registration during pregnancy
  • Increase in family communication

More than two million women have been enrolled in the programme since launch.

  • 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

Working together

Whether you’re an agency that needs a specialist health content partner, a start-up looking for behaviour change expertise or a global brand seeking to create a multi-channel campaign we’re always happy to talk. Get in touch now for an informal chat about how Thrive can help you.

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