Transcript Overview - ESD Proj

JORDAN
Mabrouk Initiative
An Innovative Approach to Reach
Every Newlywed Couple for Family
Planning through Ministry of Interior
Rula Dajani
Deputy Chief of Party
Jordan Health Communication Partnership (JHCP)
Bangkok - Tuesday March 9, 2010
Partners
A national program funded by USAID
with technical assistance from
Johns Hopkins University/Bloomberg
School of Public Health,
Center for Communication Programs.
2004-2011
To achieve a health competent Jordan
In which communication empowers
individuals, families, communities and
institutions
with the knowledge, skills and resources
needed to work together
to improve and sustain health.
Conceptual Framework
Fostering a health competent society through:
 Creating supporting environments
 Contributing to health service performance
 Mobilizing communities
 Audience segmentation according to life
stages
 Involving individuals
Households are the producers of health
Mabrouk “ Congratulations” –
Phase One
 Objective: Raise the awareness
of the newly wed couples in FP/RH
 Partners: MOH, MOA&IA &
HPC
 Channels: Ma’azoons, Shari’s
judges and priests when signing
the marriage contract
Phase 1- Lessons Learned
Shift to MOI
• Lack of effective monitoring and evaluation systems
• Handling procedures were not institutionalized.
Therefore, MOI represented the best systematic
institution to adopt initiatives.
• MOI/ CSPD tracks Jordanian citizens (target audience
segmented) throughout their different life stages
(birth, passports, marriage, children and death
certificates)
Mabrouk “ Congratulation”
Initiatives Phase Two
Goal : reaching newly wed couples and
new parents at key FP/RH decisionmaking junctions
Objectives:
• - “Mabrouk” : reaching newly wed couples ;
with spousal communication and FP /RH
messages when acquiring their first “ Family
book”
- “ Mabrouk…you are a new mom and dad”:
reaching new parents with FP and spacing
information when acquiring their first baby’s
birth certificate.
Mabrouk “ Congratulation”
Initiatives
• Partner: MOI, CSPD, MOH & HPC
• Channel: 74 CSPD offices all over Jordan
• Target audience: 66,000 couples/ year
• Information kits for:
- Spousal communication
- Gender equity
- Mother care
- Child care
- Family planning(spacing before your first
child)
- Spacing between pregnancies
- Breastfeeding
Leveraging Private Sector
Win-Win Relationship
UMNIAH Telecommunications:
- Creation of Unstructured
Supplementary Service Data (USSD)
menu.
- FP and other health messages placed
on 18 million scratch cards.
- SMS sent out to Umniah subscribers
for 3 months 300,000 SMS every
month.
Free coverage of Mabrouk Initiative in
Jordan Radio & TV and 4 daily
newspapers
Mabrouk “ Congratulation”
Evaluation main results
60
What benefit did you get from them?
-92% of newly weds who issued their
family book got Mabrouk
packages from
50
CSPD offices.
Did the CSPD staff give you/ your husband/your fiancé or who
received your family book for the first time a package entitled
“Mabrouk” ?
No , 8
-18% of newly weds know about
40Mabrouk from SMS.
-73% of those read the package, this
percentage.
18
the respondents who read
the package like the contents of the
booklet and the checklist.
16 all
20-Almost
-73% of those who like the contents
discussed the subjects in the package
0
Prenatal care
Importance of FP and modern
How to space between
especially
with their
fiancés,
husbands
FP
pregnancies
and wives.
7
6
3
Information about the
courtship phase
Marital relationship
Other
Yes, 92
Mabrouk “ Congratulation”
Evaluation main results
-What
50% services
when asking
did about
you orthe
your
benefits
of these messages indicated
fiancé/wife/husband
received
theat the
importance
Mother
andofChild
FP and
Health
modern
Center?
FP
60
methods,
then how to space between
pregnancies51and prenatal care.
Have you or your fiancé/wife/husband
visited any Mother and Child Health
Center recently?
- 13 percent of the respondents
40 their fiancés/wives and
and/or
husbands visited MCH centers
recently.
15
15
- AS20
for the services received
at these
centers for those who visited them,
8
more than half of them received
information
about pregnancy and
0
birth, 15%
received information about
Information about Information about Vaccine for children Information about
spacing
breadfeeding
spacing.pregancy and birth
6
5
Prenatal
Other
Institutionalization and Sustainability
CSPD:
-
Ownership of the Mabrouk initiatives
Institutionalize Mabrouk initiatives within CSPD procedures
and systems.
- CSPD has a CSR section built on Mabrouk initiative
conceptual framework.
-Private sector:
-Sponsor the initiatives
- Sponsor the initiatives activities &
interventions needed.