Follow-up protocol
Pregnant women were scheduled for their subsequent ANC follow-up after the baseline data collection. Each woman's contact information was gathered when collecting baseline data. Each pregnant woman's home and mobile phone numbers, as well as those of her husband and any neighbors or friends, were collected. Using their phone number, pregnant women were located and notified of the date of their upcoming ANC visit. For all pregnant women in the intervention arm, a three-page home-use leaflet with a core message containing iron-rich diet menu prepared in local languages (Afan oromo and Amharic) was given. Pregnant women in the intervention arm received 18 weekly short SMS texts prepared in the local language delivered via mobile phone device.Data collectors reminded a pregnant woman 3 days before appointment for next visit and call again on her day of appointment. Husbands and home contacts were used for women whose cellphone numbers weren't functional. If those numbers could not be reached, a pregnant woman may be located using the contact information of a friend or neighbor. In cases where a lady doesn't answer the phone or has an unreachable phone number, data collectors made a second attempt and repeated calls for three days in a row. The woman was called three days before to her visit and on the day of her appointment in a process that was repeated before end line data collection. Data collectors were on standby at the ANC clinic and pregnant women were reminded of their follow-up appointment during the phone calls. After a significant effort at persuasion on the part of the data collectors, small transportation incentives were provided to pregnant women who were unable to attend their end-line appointments due to financial difficulties.Lost to follow-up was declared when all these methods of tracing a woman failed, a woman changed health facility to different arm and who was referred to hospitals for various reasons, pregnant woman moves from the study area and who couldn’t return during the study period, The above follow up protocol was applied for both intervention and control health facilities the same way and independently.