The program was launched on February 20, 2012, and is now available to women throughout the Russian Federation. Visit the program's Russian-language website at:
The program was developed under the auspices of the U.S.-Russia Bilateral Presidential Commission in 2010-2011 and launched nationwide in Russia by the Health and Development Foundation in February 2012. Funding for the program comes from Johnson & Johnson.
SMSmame is intended as a general health guideline and system of reminders that will encourage women to engage in healthy behaviors and visit their doctors in accordance with a generally accepted timeline. These reminders are also intended to jumpstart conversations between mothers and doctors by notifying women of early warning signs of health problems or introducing new information.
Text messages are sent to subscribers (pregnant women and mothers with children up until their first birthday, and family members). Message topics include nutrition, safety, substance abuse prevention, legal rights, mental health, exercise, developmental milestones, breastfeeding and more. Subscribers receive personalized information, as messages are organized and sent in accordance with their children's due date or birth date. Messages contain no advertisements, spam, or product promotions.
The Health and Development Foundation (formerly Healthy Russia) worked with leading Russian experts from the Ministry of Health and the medical community to develop the database of SMS messages, in order to ensure that messages were suitable and specific to the needs of the Russian target audience, and not a simple repackaging of the American original.
Women can subscribe to SMSmame for free throughout Russia by texting the short number 5253 (which spells out “mame” in Russian, as in SMSmame “SMS to mom”), or visiting the program website at
In 2013, the Health and Development Foundation also launched an interactive webinar series in conjunction with the SMS service, in which medical experts discuss text message topics in greater detail with current and potential subscribers. By the end of the year, the service had over 50,000 participants nationwide.
SMSmame . U.S.-Russia Bilateral Presidential Commission Innovations in Health Care.
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Selected indicators of women and infants health in the United States and Russia