Resource type:
Case studies and tools
This article reviews the design, rollout, and impact of a digital messaging campaign in Telangana during COVID-19, aimed at supporting early child development (ECD) and IYCF practices. Using WhatsApp, SMS, and calls, the intervention reached pregnant women and caregivers with tailored content, supported by Anganwadi workers.
Evaluation data showed high message recall and behavior uptake. The study underlines the importance of blended models combining digital and interpersonal methods, and the potential of peer networks. It discusses the barriers, like digital fatigue, and strategies like tailoring messages and using local languages to enhance impact.