Kilkari is the largest maternal messaging service in the world. It delivers weekly, time-sensitive, stage-specific audio content directly to families’ mobile phones from a woman’s fourth month of pregnancy until her child is a year-old. BBC Media Action in collaboration with local government and with support from the Gates Foundation first launched Kilkari in the Indian state of Bihar in 2013. Since BBC Media Action began to scale Kilkari in partnership with the national government in January 2016, more than 8.95 million subscribers have been reached, 181 million calls answered, and 183 million minutes of life-saving content played.
“This innovation has demonstrated proven impact in a space with a lot of pilots, but not many able to show scale and sustainability.”