Madagascar – The 3-2-1 Service

Georgette sewing - Ambalavao market place — Georgette sewing – Ambalavao market place by looking4poetry (CC BY-NC-ND 2.0)

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

Sample Message:
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.

— GSMA Report

Usage

The IVR, SMS, and USSD channels average more than 150, 000 unique users who make 900, 000 information requests each month.

Airtel Madagascar

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.

–Maixent Bekangba, Director Airtel Madagascar

Partners in Madagascar

: UNICEF
Content: WASH

: Merck Responsibility
Content: Family Planning

: Madagascar Ministry of Justice
Content: Gender

: Syndicat des Professionnels Diplômés en Travail Social – SPDTS
Content: Gender

: Marie Stopes Madagascar
Content: Family Planning

: CRS Fararano
Content: Agriculture, Health (Nutrition) , Gender, and WASH

: Madagascar Ministry of Health
Content: Health

: RNM
Content: Daily news

: Airtel Madagascar
Content: Mobile money, Health Micro-insurance service

: Croix-Rouge Malagasy
Content: First aid

: Missouri Botanical Garden
Content: WASH

: BNGRC Madagascar
Content: Emergency

: Madagascar National Parks
Content: WASH

: U.S. Agency for International Development
Content: WASH

: MAHEFA
Content: Health; Family Planning

: Liberty 32
Content: Gender

: Madagascar Ministry of Water, Sanitation and Hygiene
Content: WASH

: ICPM Madagascar
Content: Emergency

: Grand Challenges Canada
Content: Emergency; WASH; Health; Family Planning

: Gender Links
Content: Gender

: L’Observatoire du Foncier
Content: Land tenure

: WaterAid
Content: WASH

: Catholic Relief Services
Content: Agriculture, Financial Inclusion, Health, WASH

: Youth First Madagascar
Content: Gender; Health of youth and adolescents

: Madagascar Ministry of Youth and Sports
Content: Gender

: Viamo
Technology Platform, Marketing, Content Partner Support, Content Development

: Réseau des Observatoires de l’Egalité de Genre
Content: Gender

: Conservation International
Content: WASH

: Helvetas
Content: Agriculture

: Conseil National des Femmes de Madagascar
Content: Gender

: Search for Common Ground
Content: Gender

: U-PNNC SSECALINA
Content: Health

: PSI
Content: Health

: Aga Khan Foundation
Content: Agriculture; Microfinance

: GSMA Connected Women
Content: Gender

: Better U Foundation
Content: Agriculture

: Women and Youth’s League for Democracy Madagascar
Content: Gender

: CARE
Content: Emergency

: GIZ
Content: Wanji Games on Agriculture and Climate

: IntraHealth International
Content: Family planning; Health of youth and adolescents

: USAID Mikolo
Content: Health

321online

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.

Visit mg.321online.org in English >>

Visit mg.321online.org in Malagasy >>

More about the 3-2-1 Service in Madagascar >>