Kilkari: A Boon to Maternal and Child Health Communication in India

Dear Sir, The Government of India’s Ministry of Health and Family Welfare initiated the Kilkari project, aptly named for ‘a baby’s gurgle’. This mHealth service is a response to an essential need-delivering vital health information to pregnant women and their families to ensure their well-being and that of their unborn children. Leveraging India’s widespread mobile phone use, the programme effectively disseminates valuable health content.[1] Kilkari serves as a mobile health education service, offering invaluable information on reproductive, maternal, neonatal and child health. Its mission is clear: to increase awareness amongst expectant moms, new mothers and their families, ultimately promoting the adoption of potentially life-saving preventative healthcare measures.[2] India’s Kilkari maternal and child health service is accessible through Interactive Voice Response at 18003010101701. It offers a lifeline of free, timely audio messages to families’ mobile phones, covering pregnancy, childbirth and child care. These weekly, pre-recorded messages commence during the second trimester and continue until the child reaches 1 year of age. The overarching objective is to reach and support nearly 10 million new and expectant mothers.[3] The study’s focal point is the evaluation of Kilkari’s beneficiary coverage in India, underscoring its effectiveness in leveraging technology and mobile accessibility to empower and educate communities. The initiative contributes significantly to maternal and child health, fostering healthier and more informed families across India. THE NEED FOR KILKARI Maternal and child health care in India has been a subject of concern for decades. The nation accounts for a significant portion of global maternal and child mortality rates. There is an urgent need for innovative, scalable and cost-effective solutions to address these issues, especially in remote and underserved areas.[4] KILKARI’S FEATURES AND SERVICES Kilkari’s main goal is to instruct, enlighten and direct pregnant women and their families throughout the phases of pregnancy and early infancy. The services offered through Kilkari include: Audio Messages: Kilkari delivers pre-recorded audio messages to expectant mothers and families. These messages cover a range of topics, including antenatal care, nutrition, immunisation, institutional delivery, breastfeeding and child care Localised Content: Due to the communications’ availability and simplicity of comprehension for consumers across the nation, they are given in local languages. Given that it supports the linguistic variety of India, this is a crucial aspect Timely and Targeted Information: Messages are sent based on the child’s age or the stage of pregnancy. By addressing the individual requirements of the receiver, this guarantees that the information is timely and relevant Interactive and Educational: Kilkari gives families a convenient and entertaining way to receive health information. Women and their families are given the information they need to make knowledgeable choices about their own and their children’s health Toll-Free Service: Since the service is toll-free, even those without current call balances may get these crucial health messages.[5] CHALLENGES AND THE WAY FORWARD Despite Kilkari’s achievement in enhancing mother and child health, there are still difficulties to be solved. It is still difficult to guarantee that every woman and family, especially those in rural regions, has access to cell phones and is aware of the significance of these communications.[6] Collaboration between governmental and non-governmental organisations, as well as participants in the commercial sector, is essential to maximising Kilkari’s impact. These collaborations may speed up the creation of new material, the growth of services and the gathering of crucial information for programme improvement.[7] IMPACT ON MATERNAL AND CHILD HEALTH Kilkari has demonstrated a remarkable impact on maternal and child health in India: Increased Awareness: It has greatly raised knowledge of maternity and paediatric health care amongst parents and pregnant women, resulting in better-informed health-related decisions Timely Care: Kilkari has helped with timely interventions and better health outcomes for moms and children by supplying information on prenatal care and vaccines Reduction in Maternal and Child Mortality: The service has played a role in reducing maternal and child mortality rates, particularly in underserved areas Empowering Communities: Kilkari empowers communities by ensuring that critical health information is available to all, bridging the information gap.[1] CONCLUSION In India’s search for better maternity and paediatric health care, Kilkari represents a glimmer of hope. Numerous moms and their children might have a better, more promising future thanks to its ground-breaking method of disseminating vital health information. Initiatives like Kilkari demonstrate the revolutionary potential of mHealth in solving difficult healthcare concerns as technology advances. Financial support and sponsorship Nil. Conflicts of interest There are no conflicts of interest.