1. JORDAN Mabrouk Initiative An Innovative Approach to Reach Every Newlywed Couple for Family Planning through Ministry of Interior Rula Dajani Deputy Chief of Party Jordan Health Communication Partnership (JHCP) Bangkok - Tuesday March 9, 2010

2. A national program funded by USAID with technical assistance from Johns Hopkins University/Bloomberg School of Public Health, Center for Communication Programs. 2004-2011 A national program funded by USAID with technical assistance from Johns Hopkins University/Bloomberg School of Public Health, Center for Communication Programs. 2004-2011 To achieve a health competent Jordan In which communication empowers individuals, families, communities and institutions with the knowledge, skills and resources needed to work together to improve and sustain health. To achieve a health competent Jordan In which communication empowers individuals, families, communities and institutions with the knowledge, skills and resources needed to work together to improve and sustain health. Partners

3. Fostering a health competent society through:  Creating supporting environments  Contributing to health service performance  Mobilizing communities  Audience segmentation according to life stages  Involving individuals Households are the producers of health Conceptual Framework

4.  Objective: Raise the awareness of the newly wed couples in FP/RH  Partners: MOH, MOA&IA & HPC  Channels: Ma’azoons, Shari’s judges and priests when signing the marriage contract Mabrouk “ Congratulations” – Phase One

5. Lack of effective monitoring and evaluation systems Handling procedures were not institutionalized. Therefore, MOI represented the best systematic institution to adopt initiatives. MOI/ CSPD tracks Jordanian citizens (target audience segmented) throughout their different life stages (birth, passports, marriage, children and death certificates) Phase 1- Lessons Learned Shift to MOI

6. Goal : reaching newly wed couples and new parents at key FP/RH decision- making junctions Objectives: - “Mabrouk” : reaching newly wed couples ; with spousal communication and FP /RH messages when acquiring their first “ Family book” -“ Mabrouk…you are a new mom and dad”: reaching new parents with FP and spacing information when acquiring their first baby’s birth certificate. Mabrouk “ Congratulation” Initiatives Phase Two

7. Partner: MOI, CSPD, MOH & HPC Channel: 74 CSPD offices all over Jordan Target audience: 66,000 couples/ year Information kits for: -Spousal communication -Gender equity -Mother care -Child care -Family planning(spacing before your first child) -Spacing between pregnancies -Breastfeeding “ Mabrouk “ Congratulation” Initiatives

8. -Creation of Unstructured Supplementary Service Data (USSD) menu. -FP and other health messages placed on 18 million scratch cards. -SMS sent out to Umniah subscribers for 3 months 300,000 SMS every month. Free coverage of Mabrouk Initiative in Jordan Radio & TV and 4 daily newspapers Leveraging Private Sector Win-Win Relationship UMNIAH Telecommunications:

9. Mabrouk “ Congratulation” Evaluation main results Did the CSPD staff give you/ your husband/your fiancé or who received your family book for the first time a package entitled “Mabrouk” ? What benefit did you get from them? -92% of newly weds who issued their family book got Mabrouk packages from CSPD offices. -18% of newly weds know about Mabrouk from SMS. -73% of those read the package, this percentage. -Almost all the respondents who read the package like the contents of the booklet and the checklist. -73% of those who like the contents discussed the subjects in the package especially with their fiancés, husbands and wives.

10. Mabrouk “ Congratulation” Evaluation main results - 50% when asking about the benefits of these messages indicated the importance of FP and modern FP methods, then how to space between pregnancies and prenatal care. - 13 percent of the respondents and/or their fiancés/wives and husbands visited MCH centers recently. - AS for the services received at these centers for those who visited them, more than half of them received information about pregnancy and birth, 15% received information about spacing. Have you or your fiancé/wife/husband visited any Mother and Child Health Center recently? What services did you or your fiancé/wife/husband received at the Mother and Child Health Center?

11. - Ownership of the Mabrouk initiatives - Institutionalize Mabrouk initiatives within CSPD procedures and systems. - CSPD has a CSR section built on Mabrouk initiative conceptual framework. Institutionalization and Sustainability CSPD: - Private sector: -Sponsor the initiatives - Sponsor the initiatives activities & interventions needed.