The 3-2-1 Service began in Madagascar — in 2010 — to address a shortage of timely, actionable information on health and other development topics.
Since then, the 3-2-1 Service in Madagascar has been expanded to the widest range of topics of any country.
Currently there are more than 300 messages in Malagasy, all curated through content committees and approved by the Government of Madagascar as well as adding daily news headlines.
The current content includes information on Agriculture, Clean Water and Sanitation (WASH), Climate Action, Education, Environment & Global Climate Change, Financial Services, Gender Equality, and Good Health and Well-being.
Our partners support these goals with topics, messages, designed and tested to engage with Ghana’s diverse population. (See below.)
All content is available in: Malagasy
Healthy nutrition for breastfeeding women
(Malagasy with English subtitles)
[F]emale users in particular felt the service had helped them understand issues around women’s rights and related topics, and they had been able to apply this knowledge to their lives and share it with their husbands and children.
The IVR, SMS, and USSD channels average more than 150, 000 unique users who make 900, 000 information requests each month.
Mobile phone penetration in Madagascar is more than 30 percent of the population. Airtel Madagascar has 3.5 million subscribers, and more than 44 percent of the market share.
As the operator with largest mobile phone coverage in the country, Airtel Madagascar provides an impressive reach for the 3-2-1 Service.
Airtel has also expanded their messages for 3-2-1 Service to include mobile money and micro-insurance for healthcare to improve the daily lives of Malagasy people.
Airtel is very proud to offer the 3-2-1 Service in Madagascar because the information on the Service changes lives. By providing free, trusted information on Health, Gender Rights, and many other topics, we support our subscribers while building their capacity to join the mobile economy.
Viamo Technology Platform, Marketing, Content Partner Support, Content Development
Selected 3-2-1 Service content is available on a 321online mobile website, optimized for low-end feature phones. Airtel Madagascar provides free, zero-rated, access to this site to its subscribers to promote the service.