Thamini Uhai, a Tanzanian non-governmental organization committed to improving maternal and newborn health in Kigoma, Morogoro, and Pwani Regions, partnered with ABC Bros to execute a successful maternal health campaign. ABC Bros was responsible for designing and producing campaign materials for the launch of the campaign in Kigoma, Tanzania. The launch event, attended by at least 100 people, including the Regional Commissioner as the guest of honor, was a huge success. ABC Bros’s expertly crafted launch materials were used to raise awareness in the community about the critical importance of pregnant women attending to and delivering at a health facility.

Wazazi Nipendeni (Phase I) was a national safe motherhood Social and Behavior Change Communication (SBCC) campaign implemented by JHU and USAID. The firms’ goal was to improve maternal and child health outcomes; as it took charge of creatively designing and developing creative communication materials to encourage Tanzanian women and their partners to prioritize healthy pregnancy and safe delivery. The project involved designing six radio spots, TV spots, and multiple SMS/Voice note for mobile automatic responses. The impact of these materials was felt throughout the country, with many women and their partners becoming more aware of safe motherhood practices such as early and complete antenatal care attendance, HIV testing, PMTCT enrolment, utilization of long-lasting insecticide-treated bed nets, individual birth planning, and delivery at a health facility. Originally conceived as a prevention of malaria in pregnancy campaign, the Wazazi Nipendeni initiative was expanded to include several key safe motherhood behaviors, including early and complete antenatal care attendance, HIV testing, PMTCT enrolment, utilization of long-lasting insecticide-treated bed nets, individual birth planning, and delivery at a health facility. The Wazazi Nipendeni campaign was launched in 2012 to encourage Tanzanian women and their partners to act on healthy pregnancy and safe delivery.

ABC Bros was contracted by Catholic Relief Services (CRS) to develop a Maternal Nutrition Social and Behavior Change Communication (SBCC) campaign. The firm strategically developed creative communication campaign materials including posters and radio jingles that encouraged male partners to participate in the women’s welfare during pregnancy and conveyed the message that becoming a parent is a victory, and achieving greater victory means giving birth to a healthy baby by taking care of the pregnant woman’s health and nutrition.
The campaign was implemented in Chunya, Kyela, and Mbarali and had a significant impact on increasing ANC attendance and promoting healthy maternal and child nutrition in the region; as well as increased male involvement.