Nearly 45,000 mothers die in India every year during childbirth due to negligence and lack of quality care. MSD for Mothers (MSD’s initiative focused on improving the health of mothers before, during, and after pregnancy and childbirth) sought our help to launch ‘Manyata’ – a FOGSI (The Federation of Obstetric and Gynaecological Societies of India) certification for private maternity providers that offer high quality maternity care. It was important to engage and convince private maternity providers and their staff to undergo a 6-month intensive program that would help them hone their clinical skills based on WHO Safe Childbirth Checklist and get the certification. The campaign, themed #DontForgetMoms, aimed to raise awareness and instigate action to ensure the well-being of mothers. For indeed, the birth of a child should never be the death of a mother.
The campaign involved qualitative research with private maternity providers, creating assets for advocacy, media outreach, social media and influencer engagement to educate and encourage women to demand the quality care they deserve. The campaign resulted in a significant increase in the number of healthcare providers seeking Manyata certification.