Vodacom’s Mum & Baby service was launched in 2017, and to date it has 1.4 million subscribers, providing South African parents with access to reliable health information during pregnancy and their child’s early years from a single easy to use source.

The local network explains that the service connects mothers and caregivers to stage-based pregnancy, maternal, neonatal, child health advice and well-being information utilising technology in the form of SMSes, educational articles, tutorials, videos and tools like a due date calculator.

“Vodacom is committed to providing access to reliable health information and advice throughout the pregnancy stages and early years as it plays a pivotal role in improving maternal and child health in South Africa,” said chief officer for corporate affairs at Vodacom, Takalani Netshitenzhe.

Furthermore the mobile company says that the Mum & Baby service is available freely to every Vodacom subscriber. The service also forms part of Vodacom’s Siyakha platform which includes additional content such as free access to online learning, job sites, Facebook Flex and funeral cover.

“Not only does a wide range of health and wellbeing related content, tailored for roles such as pregnant women, mothers, partners and caregivers and the gestation stage or the age of the child. It also enables our subscribers to learn about themselves and their little ones as part of a Vodacom-supported community, explains Netshitenzhe.

The service provider adds that Vodafone commissioned research that showed that the majority of subscribers 81 percent live in Gauteng, KwaZulu-Natal, Limpopo and Mpumalanga. With users consisting of 30 percent pregnant women, and 27 percent mothers with roughly half the users aged between 18 and 24.

The most interesting user group is South African fathers who are stepping up and taking an interest in the wellbeing of their kids of which they represent 24 percent of users, Vodacom notes.

“The growth of the platform to 1.4 million also reflects the forward momentum that Vodacom has been able to make in closing the mobile gender gap through the Mum & Baby service,” concludes Netshitenzhe.

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