Rina Herlina Haryanti
Tiwuk Kusuma Hastuti
SMS Bunda is a text-message service for pregnant women and postnatal mothers to reduce maternal and infant mortality. This paper examines the effectiveness of the Short Message Service (SMS) Bunda as used by the Regent of Brebes in Central Java to reduce maternal mortality. Using a combination of qualitative research methods - participant observation, interviews and document reviews, the results indicated that SMS Bunda reflects the formulation of innovation policies that are fundamentally pedagogic in changing the mindsets about women’s reproductive rights.