According to the WHO and UNICEF, the rate of maternal and infant mortality in Indonesia is the highest rate in the Asia-Pacific region. An estimated 9,600 women die every year from complications during pregnancy and childbirth. While improvements have been seen in reducing under-5 and infant mortality, the mortality rate among newborn babies has not decreased since 2002.
The majority of both maternal and newborn baby deaths are preventable. However, many women and their families lack the knowledge about what to expect during pregnancy and the postnatal period, including healthcare practices and the danger signs for both moms and babies.
Jhpiego, with generous support from the GE Foundation, has developed SMSBunda — a text-messaging service for pregnant women and postnatal mothers. SMSBunda provides women with life-saving information during pregnancy and in the early days after delivery, such as helping women identify the signs that they or their babies may need to visit a health facility.
SMSBunda provides an innovative and low-cost solution that reaches expectant and new mothers wherever they are. After sending a simple registration message, the women receive free targeted messages about antenatal and postnatal care tailored to their stage of pregnancy from the first trimester to 42 days after delivery.
Perhaps the best thing about SMSBunda is that it encourages women to actively seek information about what to do during pregnancy and childbirth. It makes them more aware of what is happening to their body, empowers them with knowledge and gives them the confidence to identify danger signs and actively seek care whenever they need it. The content has been developed by clinicians in accordance with the Health Ministry as well as Mobile Alliance for Maternal Action (MAMA) guidelines.
SMSBunda is expected to benefit pregnant women and new mothers in other areas by helping to combat high maternal and neonatal mortality rates. At the moment, SMSBunda has reached approximately 2,000 women with more 30,000 text messages in the three pilot districts, starting with in Karawang, West Java, and will soon be available in other areas in Indonesia. To promote the service, Jhpieogo will work directly with midwives and community health workers who are tasked with encouraging their clients to register to the SMSBunda service during their regular antenatal care visits.
In its first year, SMSBunda is expected to reach about 14,000-20,000 pregnant women in 10 districts. At least 100 text messages will be delivered to each, before and after the safe delivery of her baby.
Texting can seem almost antiquated nowadays, in the age of smartphones. But used innovatively in a densely populated area where internet connection is patchy at best, it is still one of the most reliable ways to deliver a message to its intended target—saving lives in the process.