In 2008, the Mothers and Infants, Safe Health Alive (MAISHA) project were initiated with support from the United States Agency for International Development and led by JHPIEGO, an international health organization under John Hopkins University, USA.
As a partner to JHPIEGO, T-MARC Tanzania was subcontracted to produce a national BCC campaign to raise awareness about the importance of antenatal clinical services for expectant mothers; the prevention, care, and management of postpartum haemorrhages; and appropriate newborn care at the time of delivery.
The campaign was also designed to link with other BCC efforts promoting IPTp (intermittent preventative treatment during pregnancy), long-lasting insecticide-treated net vouchers, and prevention of mother to child HIV transmission, Vitamin A supplementation, and Zinc/ ORS treatment.
Project Highlights Developed a national campaign that included 2 radio spots, posters, newspaper, and outdoor creative to raise awareness about the importance of using ANC services for expectant mothers, the prevention, care and management of PPH and appropriate immediate newborn care at the time of delivery.
Developed IEC materials (including flipcharts, brochures, leaflets and booklets) and video shows with topics on the three key themes of ANC, PPH, and newborn care. Expanded Mama Ushauri radio programme/ drama to incorporate MNH elements, which aired 8 times weekly on 4 national stations over 52 weeks.
Intervention Areas
Antenatal care, basic emergency obstetric and newborn care, Kangaroo Mother Care (KMC), Integrated facility-community maternal, newborn and child health (MNCH) program, including postpartum care (PPC