Non-communicable diseases (NCDs) represent one of the major development challenges of the 21st century. NCDs, which include cancers, diabetes, heart and lung diseases, are responsible for 38 million deaths each year1. This represents 68% of global deaths annually and many of these are premature and preventable. Low and middle-income countries are particularly affected, bearing approximately 75% of the global NCD deaths2 with close to 40% being premature1. The estimated cumulative loss in economic output due to NCDs in developing countries is US$7 trillion for 2011-2025, according to a Harvard University study. These diseases are largely preventable provided that effective steps are taken. This means programmes need to be developed that target the four risk factors for developing NCDs: tobacco use, unhealthy diet, physical inactivity and excessive alcohol consumption. The global coverage of 7 billion mobile cellular subscriptions provides a reliable and inexpensive way to reach people living in even the most remote areas. Be [email protected], Be Mobile harnesses the power and reach of mobile phones to address the NCD risk factors by educating people to make healthier lifestyle choices to help prevent and manage NCDs via their phones.