Bright Path Initiative
Nonprofit & community healthKano, Nigeria
22,000
households reached, mostly on feature phones
0
app installs required
3
languages: English, Hausa and Pidgin
The challenge
Bright Path Initiative runs maternal-health awareness campaigns across rural communities around Kano, where most of the 22,000 households on its outreach list use basic feature phones with no data plan — ruling out any channel that depends on an app or an internet connection, and English-only messaging left much of the audience guessing.
How they used Luma
Sent every awareness message and clinic-date reminder over SMS, reaching feature-phone households an app-based channel never could
Generated each campaign in English, Hausa and Pidgin from a single brief with the AI Message Studio instead of coordinating three separate translations
Used the audience preview to catch invalid numbers from a beneficiary list collected on paper forms across dozens of field volunteers
The result
Awareness campaigns and clinic-date reminders now reach all 22,000 households in the language they're most comfortable in, over a channel that needs nothing more than a basic phone to receive.
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