Contest Links Over 46,700 Moms to Text4baby Health and Safety Information

Oct 31, 2016

California, Oklahoma and Delaware win 2016 Text4baby State Enrollment Contest, connecting highest number of new moms to the service.

WASHINGTON, D.C.—California, Oklahoma and Delaware led the nation in enrolling the highest percentage of pregnant women and new mothers in Text4baby.

The 2016 Annual State Enrollment Contest lasted from June 5 to October 8. The competition between states encourages new mothers to subscribe to Text4baby, the nation’s largest and only free mobile health service promoting maternal and child health for pregnant women and mothers with infants under age 1 through text messaging and a mobile app. During the contest, California, Oklahoma and Delaware enrolled a combined 14,642 expectant and new mothers in the Text4baby service. Over 46,700 moms across the country enrolled in the service during the contest period.

“Text4baby has helped us to link moms to resources like health care coverage, WIC, and public health programs that support their health and well-being,” said Martha E. Dominguez, program consultant for the California Department of Public Health’s Maternal, Child and Adolescent Health program. “In California, Text4baby has enrolled more than 105,000 moms [since launch], allowing us to communicate with them in a platform they enjoy and feel confident to use.”

The 2015 Text4baby State Enrollment Contest winners were announced and honored during the Martha May Eliot Luncheon on November 2 at the American Public Health Association Annual Meeting in Chicago. The event is the nation’s largest public health meeting.

Operated jointly by ZERO TO THREE and Voxiva, Inc., this year Text4baby reached the milestone of enrolling one million users since it started over six years ago. Subscribers to the service receive critical health education, reminders, and alerts. Since its inception, Text4baby’s partnerships have been integral to its success. During the contest, Text4baby outreach partners implemented far-reaching and sustainable strategies for sharing information about the service with women in their communities. The winning states spread the word about Text4baby by continuing to offer Text4baby as a Medicaid and managed care health plan benefit, and through on-going promotion through WIC clinics, home visiting programs, hospitals, social media, conferences, community events and more.

State Enrollment Contest winners were determined based on the percent of new participants who enrolled in the service during the contest period among estimated eligible pregnant women and mothers in their state. States/territories were separated into three categories – large, medium and small – based on their estimated eligible population.

The contest winners were announced and honored during the Martha May Eliot Luncheon on Monday, October 31, at the American Public Health Association Annual Meeting in Denver, Colorado. The event is the nation’s largest public health meeting.

About the winning states:

Large State Category: California (enrolled over 10,000 new moms)
California has been a tremendous supporter of Text4baby. To have the biggest impact, California implemented an innovative and sustainable strategy to enroll moms in Text4baby. Starting in February and continuing through the contest period, Medi-Cal beneficiaries in California received a text invitation to enroll in Text4baby. They reached moms in two ways: through an opt-in message from the state Medicaid agency or direct enrollment through the mom’s managed care organization. With a two-pronged approach, the state hoped to reach as many pregnant women and moms as possible and learned that text invitations are a successful way to reach this group. This represents the largest spike in enrollment in the history of Text4baby in California.

Medium State Category: Oklahoma (enrolled over 4,250 new moms)
Oklahoma’s longevity continues to shine, clinching its third contest win in a row. Like last year, the state still maintains the highest rate of enrollment for Text4baby in the country. Oklahoma Health Care Authority innovated the approach of state-based enrollment via an opt-in text invitation. As a continued supporter, these text-based invites to SoonerCare members ask families to opt-in and receive Text4baby messages. Through this highly cost-effective enrollment process and engaged and supportive state-wide partners, Oklahoma has strategically sustained high levels of enrollment and continues to reach many more moms and families in the state month by month.

Small State Category: Delaware (enrolled over 250 new moms)
Delaware has won the Small State Category contest a few times over the years. Through the contest, the state held strong as one of the highest enrollment among others in the Small State Category. Led by the University of Delaware, Center for Disabilities Studies and the Delaware Department of Health and Social Services, Delaware partners have done an effective job at sharing the service throughout the state. Their most recent success is attributed to United Healthcare’s participation in Connect4Heath, a free text messaging program to help families’ adopt healthy behaviors and receive preventive care. Text4baby is one of the services offered through Connect4health, and it is a great opportunity to educate more mothers about the service in connection with other mobile health resources moms.

Details about the winning state’s outreach efforts can be found in our case study.


ZERO TO THREE is a national nonprofit that provides parents, professionals and policymakers the knowledge and know-how to nurture development. Founded in 1977, ZERO TO THREE is a leader in the field of infants, toddlers and families – reaching more than 2 million parents each year. The organization brings together experts on parenting, child behavior and development, care and education, and public policymakers to help ensure every child from birth to three years old gets a strong start in life. For more information, and to learn how to become a ZERO TO THREE member, please visit, or follow us on Twitter at @ZEROTOTHREE.

About Voxiva

A pioneer of the digital health industry since 2001, Voxiva’s proven population health programs reach and engage individuals at large scale to improve their health, and deliver cost and quality improvement results for clients. Voxiva’s programs combine evidence-based health content, deep behavior change expertise and state-of-the-art digital tools to reach, engage, educate and support users. Numerous published research studies have demonstrated Voxiva’s positive impact on maternal health (Text4baby), diabetes (Care4life), smoking cessation (Text2quit) and member engagement (Connect4health). Working with health providers, state Medicaid agencies, and over 25 large health plan clients, Voxiva’s programs have enrolled more than 1.5 million people and interacted with them more than 200 million times. Learn more at

About Text4baby

Text4baby, the nation’s only free mobile information service designed to promote maternal and child health through text messaging, has enrolled over 1,000,000 pregnant women and new mothers. A free service of ZERO TO THREE and Voxiva, Text4baby is made possible through a broad public-private partnership including The Wireless Foundation, Grey Healthcare Group, the US Department of Health and Human Services and over 1,300 national, state and local organizations. Text4baby messages are free thanks to the generous support of AT&T, Bluegrass Cellular, Boost Mobile, Cricket Wireless, MetroPCS, Sprint Nextel, T-Mobile, U.S. Cellular, Verizon Wireless and Virgin Mobile U.S.A. To learn more, visit