Texting Keeps Babies Healthy

As the Verizon Iphone goes on sale this week, we are reminded of the power of the smartphone in our society, especially when it comes to getting information. It’s no wonder that it has become an essential tool in motherhood these days. In fact, recent research that we conducted on behalf of WhattoExpect.com found that 33% of moms and soon-to-be moms use mobile web browsing.

Equally important however is that a whopping 84% are texting. With all the excitement around apps and devices it’s easy to forget about those consumers that might not have access to them.

Text4baby, celebrating their one year anniversary last week, has not forgotten those that need the information the most.

This service, run by the National Healthy Mothers, Healthy Babies Coalition (HMHB) sends free text messages to women who are pregnant or whose babies are less than a year old, providing information and reminders to improve their health and the health of their babies.

Text4baby keeps it simple and relevant and tone appropriate, making the messages friendly and informative – it is the perfect balance of prescriptive advice and emotional support that women need, especially when they don’t have access to as many resources as others might.

Congratulations Text4baby for hitting your first birthday and thank you for your support of underserved moms.

How can marketers, whose target is low-income women, learn from the success of this campaign?

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