A weekly phone call that followed a pregnancy to term.

What the work was part of.

Figures describe the programme Anya Segen worked on, as published by the client, the government or independent evaluators. Anya Segen's own contribution is stated above, separately.

Reach is the start. This is the rest.

• 01Once a call is answered, subscribers listen to the majority of it, and that holds steady across states, across time and across health topics.
• 02Reaching a subscriber often takes several call attempts, so the binding constraint is connection rather than attention.
• 03An equity analysis in Madhya Pradesh examined whether phone-delivered health information can close behaviour gaps for the most marginalised families, which is the question that decides whether reach becomes impact.

On the ground.

This is the clearest argument we know for designing health communication around how an audience actually receives it. The content was never the hard part. Getting a call answered on a shared handset, in a house with patchy signal, was.

Where these numbers come from.

• Assessing exposure to Kilkari: a big data analysis of a large maternal mobile messaging service across 13 states in India (via PubMed Central)
• Can health information through mobile phones close the divide in health behaviours among the marginalised? An equity analysis of Kilkari in Madhya Pradesh (via PubMed Central)
• Kilkari: a maternal and child health service in India, lessons learned and best practices for deployment at scale (The Communication Initiative)