The "Calling for Care" project is implementing a toll-free 3-2-1 mobile phone health information service to enable women access to family planning information. It seeks to encourage uptake of contraceptives and family planning services in Madagascar. The service will be promoted through Marie Stopes International (MSI) clinics and will allow users to opt-in to receive free e-vouchers for contraceptive services at MSI clinics in addition to FP planning information. The project will target poor and low literacy female and male users.