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Notes: The "Mother Friendly Movement" project is funded by UNFPA, implemented by the Ministry for the Role of Women, with technical assistance by JHU/CCP. Its mission is to mobilize various sectors in the government and community to address the factors that lead to high maternal mortality. This means increasing awareness of the 'three delays' -- delay in identifying and seeking treatment for an obstetric... more
Notes: The "Mother Friendly Movement" project is funded by UNFPA, implemented by the Ministry for the Role of Women, with technical assistance by JHU/CCP. Its mission is to mobilize various sectors in the government and community to address the factors that lead to high maternal mortality. This means increasing awareness of the 'three delays' -- delay in identifying and seeking treatment for an obstetric emergency, delay in getting to the appropriate treatment facility, and delay in receiving treatment at the facility -- and how to respond to them among clients, communities and service providers. Campaign objectives include: (1) increase knowledge about the dangers signs particularly during pregnancy, delivery and after delivery; (2) encourage the attitude that pregnancy is a special time that deserves special care; (3) instill a sense of pride in husbands that they should be part of their wives' pregnancies; (4) encourage couples to use a midwife during pregnancy, delivery, and after delivery; and (5) motivate community leaders to develop plans for transporting women in case of emergency. Project activities include a national advertising campaign, a three-part TV drama, provider materials, small grants to communities, and a maternal-health SCOPE (computer program). The campaign was implemented from February 1999 through July 1999 in eight provinces, with more intensive activities in East Java, South Sulawesi and South Sumatra. The primary audience is married men of reproductive age in lower-income groups. The secondary audiences are mother-in-laws, community leaders, village midwives. Activities include two TV spots, radio spots, print PSA, launch activities, training program, billboards, TV drama.|The campaign won Honorable Mention in the Best Healthcare category of the 1999 Asian PR Awards. JHU/CCP worked with PT Indo Ad advertising agency and its sister organization Ogilvy PR/Worldwide in this successful campaign. less
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