by Heidi Green
February 26, 2010

Employed by the Red Cross after the devastating earthquake in Haiti, text messaging contributed to record donations. In less dire circumstances but indicative of the popularity of text messaging, millions text their vote for their favorite American Idol. But what can text messaging do for you?

With text4baby, the National Healthy Mothers, Healthy Babies Coalition (HMHB) is flipping the text message and using it to help expectant and new moms.

The familiar ping, ding, or ringtone sounds out from your handset:

“Give your baby a good start by not drinking alcohol, smoking or using drugs. For help call 800-784-8669 (smoking); 800-662-4357 (drugs & alcohol).”

“Feeling happy one minute and sad the next? It’s just your hormones changing. But if you’re always sad and anxious call your doctor or 800-944-4773.”

HMHB partnered with more than 150 communications and health care providers to deliver customized health information right into the hands of pregnant women and new mothers.

Text4baby subscribers receive free messages about what to expect during pregnancy and/or how to care for their health and the babies’ health during the first year after birth.

Women who are not frequently online will find text4baby a useful alternative to weekly pregnancy and parenting e-mails coming from so many directions. For women who are sometimes or often online, the text updates may serve as a supplement to the more detailed weekly email messages.

Since its launch just a few weeks ago on February 2nd, text4baby has gained more than 16,000 subscribers from across the U.S.

Who’s behind the messages?
HMHB is the driving force behind text4baby, but it relies on a broad public-private partnership of government agencies, corporations, academic institutions, professional agencies and non-profit organizations. If it sounds like a big umbrella, it is. More than 150 organizations are working together to help this project succeed.

Founding partners include HMHB, Voxiva, CTIA—The Wireless Foundation, and Grey Healthcare Group, while Johnson & Johnson is a founding sponsor. Premier sponsors include WellPoint, Pfizer, and CareFirst BlueCross BlueShield. Several agencies of the federal government are also partners, including the White House Office of Science and Technology Policy, the Department of Health and Human Services (HHS), Health Resources and Services Administration (HRSA), Centers for Disease Control and Prevention (CDC), National Institute for Child Health and Human Development (NICHD), and the Department of Defense Military Health System. Other partners include wireless service providers, MTV Networks, and BabyCenter.

Written by HMHB in collaboration with HHS, CDC, NICHD, physicians and nurses, the messages cover topics ranging from health care access, labor & delivery, immunization, breastfeeding, nutrition, and prenatal care to drugs and alcohol, emotional well-being, smoking cessation, mental health, care seat safety, safe sleep, oral health, pregnancy symptoms & warnings, exercise, and developmental milestones. There’s something for everyone here.

Based on the due date or date of birth the women enters when she subscribes to text4baby, messages are customized accordingly. For example, a pregnant woman is reminded of the proper way to position a seat belt across her pregnant belly: “A seat belt protects you & your baby. Shoulder belt goes between your breasts & lap strap goes under your belly (not on or above). Wear it every time.”

A new mom might be given a phone number to call for help with postpartum depression: “It’s normal for new moms to feel tired & overwhelmed. But if you’re crying a lot or feeling anxious or hopeless, please call 800-944-4773.”

Later, as she is settling into her baby’s routine she might be reminded about dental care: “Keeping your baby’s mouth clean is important even before she has teeth! Wipe her gums with a wet washcloth or use a soft baby toothbrush.”

How to sign up?
Women can sign up with just two simple steps:

1. Text BABY (or BEBE in Spanish) to 511411.
2. At the prompt, enter zip code and baby’s due date or date of birth.

New subscribers receive a welcome message followed by approximately three free tips each week. Messages end when a subscriber texts STOP to the same number, or on the baby’s first birthday. It couldn’t get any easier than that.