Tim Thomas, Senior Technical Advisor to the Maternal Health Task Force, reflects on over 20 years of maternal health messaging—and asks difficult questions about the efficacy of the messages that maternal health professionals use every day to call attention to their issue.
“Since the Safe Motherhood Initiative began in 1987, lots of catch phrases and tag lines have been deployed to raise awareness of our issues.
• Every minute, of every day, a woman dies giving life.
• No woman should die giving life.
• Maternal deaths are preventable.
• Invest in women – it pays.
• When women survive, nations thrive.
• Family planning saves women’s lives
Many of these and other messages have been brainstormed in closed settings among program, research and advocacy professionals all of whom have great intentions, but little if any expertise in communications and marketing. Rarely (never?) have I seen communications professionals engaged by maternal health policy advocates to systematically develop messages targeted at various populations with proven methodologies…”
Read the full post, Maternal Health Messaging: Does It Work?