Table 3.

Essential steps and barriers to exposure to Kilkari content in four districts of MP

	Steps in implementing Kilkari	Critical challenges	Illustrative indicators
Critical points of drop-out for Kilkari users	Pregnancy is registered on MCTS/RCH database	• Data quality, including phone numbers provided* • Delays in pregnancy identification*	Percentage of pregnant women in the MCTS/RCH with a phone number Percentage of pregnant women in the MCTS/RCH with an active phone number
	Pregnant woman becomes eligible to start receiving Kilkari messages	• Delays in registration and transfer of data across districts	Days between pregnancy identification and date of first Kilkari call
	Pregnant woman receives calls	• Variations in network coverage • Phone number may not be active • Phone number may not belong to a relevant woman or a family that contains a relevant woman—may just be a random number • Woman may not be the primary owner of the phone • Woman may not have access to phone • Phone may not be charged	Percentage of calls received out of those intended per mobile device registered to Kilkari Leading reasons for call failure
	Pregnant woman listened to the calls	• User engagement with content • User access to the phone • User mobile literacy • Phone functionality, including charge	Percentage of calls listened to out of those received on average among those enrolled to Kilkari Percentage of calls listened to on average out of all calls received Days and times during the day when messages are most likely to be listened to completely Percentage of mobile phones who listened to 75–100% of the calls on average among all phone numbers enrolled to Kilkari
	Pregnant women continues engaging with Kilkari	• Phone number may not be active • Woman may grow disinterested in continuing the service	Percentage of mobile phones with answering all weekly calls each month (4–5 depending on the month and their subscription data) Percentage of phones who received and listened to the entire Kilkari package among all phone numbers randomized to receive messages

*Less relevant to iRCT as eligible users will be identified as part of the household listing at baseline and a list of phone numbers provided to BBC Media Action for content delivery