Wazazi Nipendeni - Love Me, Parents

Share

Print Friendly Version of this pagePrint Get a PDF version of this webpagePDF

Highlights
Program Initiated

The Tanzania’s team first step in the SBCC process was to review the latest national level data, policies, guidelines, strategies, and research, as well as to consult stakeholders. The team then conducted a decision-tree modeling exercise in order to inform the design of the campaign.

Ad Agency Selection

The team issued a Request for Proposals to several local advertising agencies to help design the campaign that was centered on love for the unborn baby and pregnant woman.

Materials Development and Review

After analyzing the research, the problem statement changed to include additional messages about antenatal care and childbirth, and materials were developed.

Pretested Campaign Names

One of the most important campaign elements changed after pretesting - instead of the original name of “Love me Mama” it became “Love me Parents” since the Ministry of Health wanted to ensure the involvement of males.

Task Force Established

The Wazazi Nipendeni Task Force, with representation from each partner organization, was involved at all stages of the campaign including, campaign development, review, approval, launch, implementation, research, and monitoring and evaluation.

Campaign Launch

Wazazi Nipendeni was officially launched by the Minister of Health and Social Welfare at Nyamagana Stadium in Mwanza region on November 20, 2012. Partners came together to provide ANC and RMNCH services, disseminate healthy pregnancy and healthy baby information, and assist community members to register in the SMS platform while local musicians, dance troupes and comedy groups provided safe motherhood-related entertainment. Press coverage: https://www.jhuccp.org/news/wazazi-nipendeni-safe-motherhood-campaign-la...

First Survey

The first Wazazi Nipdendeni survey, fielded in December 2012 – just two weeks after the campaign first went on air – revealed that 22% of respondents had already been exposed to the campaign.

Maintenance Phase

The initial, intensive campaign period continued through the end of December 2012, then entered a maintenance phase from January to March, 2013. After a three-month break, the campaign resumed broadcast from July 2013 – February 2014.

First Monitoring Phase

The first Wazazi Nipdendeni omnibus survey, fielded in December 2012 – just two weeks after the campaign first went on air – revealed that 22% of respondents had already been exposed to the campaign.

Omnibus Survey

Omnibus surveys conducted in March 2013, June 2013, October 2013, and April 2014 and showed that anywhere from 33%-46% of respondents had seen or heard the campaign

Omnibus Survey

Omnibus surveys conducted in March 2013, June 2013, October 2013, and April 2014 and showed that anywhere from 33%-46% of respondents had seen or heard the campaign

Resumption of Broadcast

After a three-month break, the campaign resumed broadcast from July 2013 – February 2014.

Phase I Evaluation

An impact evaluation of Wazazi Nipendeni was conducted in October 2013, ten months after campaign launch. Exit interviews were conducted with 1,708 ANC/PNC clients, and an observation checklist was used to determine if campaign materials were available in 122 health facilities in five regions.

Omnibus Survey

Omnibus surveys conducted in March 2013, June 2013, October 2013, and April 2014 and showed that anywhere from 33%-46% of respondents had seen or heard the campaign

Phase II Analysis

Analysis and formative research began for Phase II, to continue through January 2014.

Phase II Materials Development

Based on results from the evaluation of Phase I, the team engaged in development of materials for Phase II from April - June 2014.

Omnibus Survey

Omnibus surveys conducted in March 2013, June 2013, October 2013, and April 2014 and showed that anywhere from 33%-46% of respondents had seen or heard the campaign

Launch of Phase II

Phase II was launched with a press conference and media orientation was followed by two days of demand creation, service provision, and entertainment-education at Mwembeyanga Grounds in Temeke, Dar es Salaam.

For the first time, Tanzania has a truly harmonized and coordinated, national-level safe motherhood BCC campaign. We have ... worked together with multiple partners and donors to roll out one unified campaign in health facilities across the country.
-- Dr. Koheleth Winani, Head of Safe Motherhood Unit, RCHS, Tanzania MOHSW