This blog was provided by ZMQ. This program recieved a plaque of commendation in the Innovation/Technology to Improve Health category of the 2015 GHC-GBCHealth Business Action on Health Awards. 

MIRA Channel, or Women Mobile Lifeline Channel, is an integrated mobile phone channel to provide healthcare information and services to rural women through mobile phones in low-resource settings. The information is delivered to women through interactive edutainment tools by building their knowledge and
creating awareness on critical health issues. The channel also connects women with local health systems like Public Health Centers (PHCs) and Community Health Workers (CHWs). The objective of the channel is to enable women to improve health indicators, self-manage their life, and reach towards a larger goal of empowerment.

MIRA Channel is a single-window application with multiple channels on prenatal care, child immunization, newborn care, family planning, and adolescent health issues with an objective to improve maternal and child health through RMNCH+A approach. The channel is designed for millions of semi-literate women using iconic language with limited audio support and minimum text in local languages. The content of the channel get regularly updated on the mobile phones.

The distinguishing features of MIRA Channel are its icon-based interactive tool kits, health calculators, and trackers like pregnancy tracker, immunization tracker, menstrual cycle tracker, family planning tracker, and infection prevention trackers. Use of iconic messaging system throughout the channel enables women with low or no literacy levels to understand issues easily and quickly. It also has a feature to access supporting audio for all the messages which can also be downloaded externally. MIRA channel also has numerous value-added services (VAS tools) like the stimulating mobile games, soap operas, story-telling tools, decision-making stories, and m-learning tools which provides education to women based on ZMQ’s model of “Real-World Risk Reduction Method using Game Mechanics” thus creating behavior change.

Critical Success Factors

Currently the channel provides quality information to rural women on five major sub-channels that cover every aspect of a woman across life stages—from adolescence to motherhood. These are as follows:

• Prenatal Care
• Immunization
• Newborn Care
• Family Planning
• Adolescent Health