Healthy Baby Campaign Reaches Mothers Through Texts

http://www.nytimes.com/aponline/2010/02/03/business/AP-US-Pregnancy-Campaign-Text-Messages.html?_r=1&scp=13&sq=baby&st=cse

A new program, called the text4baby campaign is the first free health education program in the U.S to harness the reach of mobile phones. Through this program, expectant mothers can have pregnancy tips sent directly to their cell phones.

90% of people in the U.S. have cell phones. "Especially if you start talking about low income people, cell phones are the indispensable tool for reaching them and engaging them about their health," said Paul Meyer, president of Voxiva, a company which operates health texting programs in Africa, Latin America, and India. Studies in those countries have shown that periodic texts can reduce smoking and other unhealthy behaviors in pregnant women.

Mothers-to-be can use this service by texting "BABY" to 511411. They will receive weekly text messages, timed to their due date. The messages, which have been vetted by government and nonprofit health experts, deal with nutrition, immunization and birth defect prevention, among other topics. The messages will continue through the baby's first birthday.

Organizers hope the program will help curb premature births, which can be caused by poor nutrition, excessive stress, smoking and drinking alcohol.