Case Study: PMNCH

06-04-2013

PMNCH Case Study$50 Billion for Mothers, Newborns and Children

In 2000, the United Nations developed 8 Millennium Development Goals (MDG) to save lives of women and children, promote health and education, reduce poverty and hunger and stimulate development by 2015.

The Government of Norway and the Partnership for Maternal, Newborn & Child Health (PMNCH) have undertaken efforts to advance MDG#4 to improve maternal health and reduce newborn mortality and MDG#5 to reduce the mortality rate of children under 5.

The number of deaths related to pregnancy and childbirth decreased from 500,000 in 1990 to between 300,000-350,000 deaths in 2011.

The number of deaths in children under the age of 5 fell from 12 million deaths to about 7 million over the same period.

Objective:

To gain worldwide recognition for the problem of maternal, newborn and child health (MNCH). To gain global press coverage and recognition among governments, UN organizations, international agencies, academic institutions and the private sector about the continuum of care including, family planning, breastfeeding, hand washing, skilled attendance at delivery and childhood immunizations. To gain support for the programs and innovations launched in various countries and programs.

The object is to raise funds by 2015. Those funds would buy:

  • Modern methods of family planning for 50 million more couples;
  • About 234 million more births in facilities that provide quality care for both normal and complicated deliveries;
  • Quality antenatal care for an additional 276 million women;
  • Quality postnatal care for an additional 234 million women and newborn babies;
  • Appropriate treatment for 164 million cases of child pneumonia;
  • An additional 2.5 million health care professionals and 1 million more community health workers.

Strategy:

H&H made the first press announcement in spring of 2010. The New York Times ran the H&H story on the front page just before an important MNCH donors meeting in New York.

Since then, every two months, H&H has been doing press campaigns. Key players, Drs. Flavia Bustreo, Julio Frenk, Tore Godal, Carole Presern, Elizabeth Mason and Joy Lawn, have done one-on-one interviews with important global media.

Every press release was carefully researched and was accompanied by a television B-roll to encourage usage of the story by global TV networks.

H&H also developed, produced and placed on air an international Public Service Announcements for maternal, newborn and child health.

Results:

More than 4,000 substantial news stories, including every major news service in the world and such news outlets as The Wall Street Journal, The Washington Post, The New York Times, Financial Times, BBC Radio and TV, CNN, EuroNews and others.

In only one year, 127 countries, foundations, multilateral organizations, the UN, the private sector, and academic and professional associations have assembled $50 billion in commitments to improve the health of women and children. This is an unprecedented financial and political commitment.

Notably, 39 of the world’s poorest countries — among them Bangladesh, Ethiopia, Nigeria, Burundi, and Nepal –have committed almost $11 billion of their own limited resources to the global effort to reduce the annual death toll and improve the health of this group. Equally, these countries have made many important policy and service delivery commitments, many of which have not been monetized. These include:

  • Bangladesh commits to double the percentage of births attended by a skilled health worker by 2015 and train 3,000 midwives;
  • Ethiopia pledges to increase the proportion of births attended by a skilled professional from 18% to 60%;
  • Nepal undertakes to train and deploy 10,000 additional skilled birth attendants and fund free maternal health services among hard-to-reach populations;
  • Congo commits to reducing maternal mortality and morbidity by 20% by 2015 and will provide free obstetric care and free access to caesarian sections;
  • Benin will increase access to life-saving drugs for HIV+ pregnant women, covering up to 90% of those in need.
    Indonesia will pay for at least 1.5 million deliveries by poor women in 2011.

Supporting these efforts, significant financial commitments were made by other stakeholders:

  • High-income governments pledging 13.7 billion
  • Middle-income governments committing $5.1 billion,
  • Non-governmental organizations: $5.4 billion
  • The United Nations and other multilateral organizations: $0.6 billion
  • Global partnerships: $3.3 billion
  • Foundations: $2.2 billion
  • Private sector: $1.1 billion
  • Health-care professional groups and academic institutions: $31 million

Our Global Public Service Announcements for PMNCH reached an audience of almost one billion people worldwide and significantly increased maternal, newborn and child health’s public exposure.

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