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New technology does not remove the need to employ systematic approach to Communication for Development. Well‐ designed mobile content is often informed by local tastes so that people can identify with the content. The content needs to be 'sticky' so that the user wants to return to it again and again. It could be conveniently used by frontline social workers, easily understood by the masses and easy to recall. 

Creative techniques are used to make educational content engaging and entertaining. 'Mobile kunji', an innovative audio visual job aid developed by BBC Media Action for use by front line health workers is one such example, that features an empathetic yet authoritative female doctor character, Dr. Anita, who 'speaks' to rural families. She is designed to be both trusted and respected by community health workers and families alike. 

The audio message from the doctor is followed by rhyming couplets, punctuated by drum beats and the sound of a stringed instrument, which function as a mnemonic for key health messages. This rhyme is about preparing for delivery: “Keep three phone numbers in mind: Hospital, transportation and community health worker. To keep tension at bay: Plan as we say!”

The audio message is motivating health workers too. A nurse midwife in Samastipur, Bihar was surprised that someone was giving such an expert advice in her local language, 'even though she is a doctor and educated, she was speaking in Bhojpuri!', another community health worker summed up, “I have learned how to explain things in simple and easy language. Now, I can explain the content to the beneficiaries in the same way”. 

Localized content is thus crucial for achieving resonance with users. However, it's much harder to take context‐specific content to scale across disparate geographical regions.