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.