Speaking at the launch of the AIIMS OPD Transformation Project, which aims at using Information Technology to ease access to services at AIIMS, Union Health Minister J P Nadda said the audio mobile services would benefit two crore pregnant women and an equal number of infants.

"The 72 messages would reach the targeted beneficiaries from the 4th month of pregnancy until the child is one year old. On an average, the duration of each message is two minutes. Such messages will empower and educate women and parents to help create a better environment in maternal and child health," Nadda said.

He said the service will be provided free of cost to the beneficiaries and in the first phase of implementation. He noted that the messages are being developed in Hindi, Odiya and English in the first phase. It will be later expanded to other languages.

Nadda said the other initiative, 'M-Cessation', will be an IT-enabled tool to help tobacco users to quit tobacco. Stating that it is built on a helpline concept, Nadda said it will register beneficiaries on the basis of a missed call and counseling would be done through a two-way SMS process.

The Union Health Minister also said a new mobile-based application 'Mobile Academy' has been developed through which about 90,00,000 Accredited Social Health Activists (ASHAs) will be imparted training.