Maternal and Neonatal Health (MNH) program

• Overview
• SIAGA Campaign
• Radio Vignettes for Midwives

Overview

JHU/CCP, in partnership with JHPIEGO, PATH and CEDPA, is implementing USAID's expanded program of support to the MOH to promote maternal and neonatal survival.

In Indonesia, the communication interventions focus on improving birth preparedness behaviors of couples, community members and midwives. The program has a variety of complimentary multimedia and community mobilization activities to accomplish this. The unifying theme for all the activities is the concept of SIAGA, which means alert in Indonesian. For each of the audiences, MNH has identified behaviors that make a person SIAGA.

SIAGA Campaign

The kick-off launch event for the Warga SIAGA (Alert Citizen) campaign was held in November 2001. Thousands of people attended the launch that included several events such as the airing of the Warga SIAGA TV spots, popular songs and readings from the Quran by Iis Dahlia, a popular singer and spokeswoman for the SIAGA campaign. The launch event created a media buzz and set the stage for the beginning of the Warga SIAGA campaign.

Poster promoting 'alert citizens'

The Warga SIAGA campaign encourages the individual citizen to be alert and prepared for a delivery by doing their part in arranging for transport, funds, a blood donor, and recognition of danger signs. For example, one of the TV spots models positive Warga SIAGA behaviors by showing how alert citizens are attentive towards a pregnant woman in a market setting, and mobilize when they see that she is going into labor.

Calendar promoting 'alert midwives'

Skilled providers are key to reducing maternal mortality. (Currently traditional birth attendants are more likely to assist with a delivery and they are frequently not equipped to deal with problems). The Bidan SIAGA (Alert Midwife) campaign, launching in February 2002, promotes the bidan as a skilled, friendly provider. Formative research results found that community members acknowledge the difference in skill levels and most report confidence in the bidans' abilities. The campaign seeks to position the bidans as the preferred provider. Because the bidans are connected to facilities, they are also more likely to refer in case of a serious complication.

Suami Siaga pamphlet

The Suami SIAGA (Alert Husband) campaign which was implemented between 1998-2000 with funding from UNFPA, focused on promoting the husband's involvement in the pregnancy, preparation for the delivery, and any potential emergency. The Warga and Bidan SIAGA are follow-ups of the Suami SIAGA campaign and address other audiences that play a crucial role in facilitating a safe pregnancy, delivery and postpartum period.

Radio Vignettes for Midwives

JHU/CCP is also working with JHPIEGO to develop a series of 45 seven-minute radio vignettes for midwives (bidans). The vignettes are designed to address performance issues that the midwife encounters in her workplace and in the community. These performance issues are related to her communication skills and to her clinical knowledge and skills. The team used the design document process that brings scriptwriters, technical staff, midwives and government representatives together to design the program.

• The vignettes will be aired on 15 radio stations and promoted through radio jingles, flyers and ads.
• Bidans will participate in facilitated discussion groups and use workbooks to reinforce learning.

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