THE MOTHERS ALIVE CAMPAIGN: A comprehensive communications campaign to promote safe motherhood services Communication Support for Health (CSH) Project November 1, 2012

DESIRED IMPACT OF CAMPAIGN To contribute to reduction in maternal mortality (from 591 to 162) by 2015

CAMPAIGN GOAL TO INCREASE DEMAND FOR: Use of modern contraception Early initiation of ANC Completion of at least 4 ANC visits Facility-based delivery Post-partum follow up care

Barriers to Demand Creation (from formative research) Fear of family planning side effects Disbelief in benefit of early ANC Fear of HIV test as part of ANC Fear of process/experience of facility delivery Perception of lack of quality in clinics

Disbelief that facility delivery is necessarily safer Pregnant women perceive quality of care and treatment by health personnel to be inadequate Transportation/access issues Lack of knowledge on diversity of family planning options Lack of preparation/birth planning Barriers to Demand Creation (from formative research)

Strategies to Achieve Objectives Community Strategies: (via partners and MOH) Change Champions approach Mass Media Strategies: Clinic Strategies: (via partners and MOH)

What is the Change Champions approach? Traditional & Political Leaders trained to use their influence and structures to motivate families to utilize maternal services Champions then work with sub-leaders, the health centers, SMAGs and community groups to discuss issues with communities Leaders from different communities share success, challenges and possible solutions

Results of the Change Champion Approach A total of 89 leaders have been trained and have pledged to become Change Champions Leaders report feeling equipped, enabled and motivated to save mothers’ lives A total of 246,000 pictorial birth plans have been distributed Community volunteers/SMAGS report that they feel more effective in their roles when using birth plans The Concept works- the work of the 2 current Change Champions featured in the documentary has resulted in zero maternal deaths in the last 2 years in their chiefdoms

Results of the Change Champion approach (cont.) Health facility personnel report (anecdotally) an increase in service utilization

Conclusion & Lessons Learned In any community development or intervention, involve the key leaders rather than subordinates Ensure distribution channels for materials are well defined and users are oriented on use Ensure change champions are connected to/a part of the health system Demand creation works best, when done in collaboration with service delivery improvement

Thank you for your Attention!