Saving Mothers Giving Life – for Safe Deliveries
Only 57% of Uganda’s women deliver at health facilities with a
much smaller percentage in rural areas. Delivery outside of health
facilities contributes majorly to the country’s high maternal
mortality rate of 510 maternal deaths/100,000 live births.
Research
A UHMG qualitative research study found that the vast majority
of women understand the benefits of a safe delivery but had a
low risk perception of the customary practice of delivering at
home. Citing unpreparedness, lack of funds, and poor service
delivery as main obstacles to deliver at health facilities, the
research furthermore revealed husbands to have a huge potential
role as household level enablers in order to remove these
barriers.
Saving Mothers Giving Life in
Summary
 Launched June 2012 to June
2013
 Targeted rural men and
women of reproductive age
(15-49)
 Through radio and outdoor
media
 In 4 districts in Western
Uganda
 Translated into 3 languages
Response
In support of the Government’s efforts to scale up maternal and child health services, UHMG
developed and launched the Saving Mothers Giving Life campaign, incorporating messages that
specifically speak to eliminate those household level barriers, including a strong emphasis on
transforming the husband from a barrier to an enabler. Through a heavily concentrated outdoor and
radio media presence, the campaign seeks to reduce maternal and neonatal mortality by 50% across
the four project districts in Western Uganda in the space of one year.
Service Provision
UHMG service delivery partners have concurrently been building capacity at health facility level to
equip health workers dealing with the increased demand created by the campaign, ensuring that
mothers have improved access to quality services. In support, UHMG developed point of sale
materials including flip charts and danger sign cards and posters.
“Our women have really come to know the importance of delivering at health
facilities.” Sister Gertrude, In-Charge, Nkurumba health centre
“I can tell that more women now come in better prepared than before. Before,
they would just turn up with nothing – no money, no nothing. Now that happens
maybe once or twice, but the majority of women have made arrangements.”
Kyeligonza Scholastic, Midwife, Yerya health centre
“It is not normal amongst my friends and neighbours that the husband is involved in the pregnancy and child
birth. Some of my friends even laugh at me for following my wife. I, too, used to think it was pointless for men to
be involved. It wasn’t until I heard the announcements on the radio that I realised that it is very important to do it
together.”
Atikwire Wilson (36), Kyanjojo Hospital
Reach
The first quarter following the launch of Saving Mothers Giving Life saw an increase of Ugandan
adults exposed to messages on maternal and child health from 17% to 24%. However, as this is the
national average, the actual figure for the four campaign districts is estimated to be around three
times higher, as a comprehensive behaviour change survey revealed that 74% of respondents in the
project area had been exposed to the campaign. 37% of these were exposed on a daily basis and
almost half at least once a week.
Impact
According to the behaviour change survey, 91% of those exposed to the campaign remembered at
least one message, and more than half understood that delivering at a health facility could save the
life of the mother or child. 70% of respondents exposed to the campaign had taken at least one
action as a result, and nearly half planned to deliver at a health facility. Testimonials from mothers
and health care workers support this evidence, and illustrate a marked increase in health facility
deliveries as well as level of preparedness.
Highlights
Due to the intensity of the campaign, coupled with the micro targeted placement of outdoor
materials, Saving Mothers Giving Life has resulted in unusually high exposure figures as well as
indicating an overwhelmingly positive trend in terms of actions taken and changes in behaviour. The
pre-campaign qualitative research offered detailed insight in to the birthing practices across the four
districts and was instrumental in informing content and delivery of communications messages. The
campaign execution—decided according to these findings—have played a key role towards
achieving Saving Mothers Giving Life objectives.