Family planning through mobile phones: CycleTel™
IRH has developed a mobile health application, CycleTel, which will offer a family planning option directly to a user`s mobile phone via text messages to support SDM use. IRH has completed proof-of-concept testing in Lucknow, Uttar Pradesh, which indicated that a need and demand exists for such a service. In 2011, IRH, in partnership with ThoughtWorks Inc., a US-based software company with offices in India, developed an automated technology platform to run CycleTel. Since then the technology has been tested with a sample of women in New Delhi to explore ease of use. IRH is also embarking on putting together a sustainable business plan to make the service scalable. Additionally, IRH is exploring partnerships to bring CycleTel to other countries. A brief description of CycleTel is available here.
Magazine advertising to raise awareness about the SDM
Developing an effective strategy to reach couples with information on SDM through mass media such as magazines could represent a major breakthrough in expanding access to those not reached by regular service delivery channels. The readership of magazines among women in urban Indian is rapidly increasing, with particular interest in lifestyle issues such as health, family and housekeeping. The purpose of this direct-to-consumer approach is to determine if bringing the SDM to consumers through magazine advertisements will result in increased awareness and use of the method. IRH, with Street Life Advertising Agency based in Delhi, will conduct this activity through women`s magazines and social media/internet sites. The actual magazine advertisement will contain a paper version of CycleBeads that women can tear out and use. It will also feature information on how to purchase CycleBeads online. The campaign will be supplemented by internet and retail promotion activities as well as a helpline that users can call for guidance. The campaign is expected to launch by early 2012.
Distance Learning
In 2012 IRH plans to work with nursing schools to offer training in SDM and LAM in pre-service and via a distance learning module.
