Explain the significance of the 'Kilkari' initiative with reference to National Rural Health Mission. Who is it aimed at and how is it being implemented?
Kilkari Initiative – Maternal and Child Health mHealth Program
The Kilkari initiative, launched under the National Rural Health Mission (now NHM), is a mobile health (mHealth) service aimed at improving maternal and child health in India.
Significance: Kilkari provides timely, accurate, and actionable health information directly to beneficiaries, bridging knowledge gaps in rural and remote areas. It empowers women with guidance on pregnancy, childbirth, and infant care, promotes uptake of essential services (ANC, PNC, immunization), and aids early recognition of danger signs, facilitating prompt medical intervention. It complements messages from frontline health workers like ASHAs.
Target Audience: Pregnant women (from the second trimester), new mothers (up to one year postpartum), and infants via caregivers.
Implementation: Using an Interactive Voice Response (IVR) system, registered mobile numbers in the Mother and Child Tracking System (MCTS) receive free, weekly, stage-specific audio messages. Messages cover pregnancy, childbirth, infant care, nutrition, hygiene, and danger signs, delivered in local languages for easy understanding and cultural relevance.
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