Communication and Advocacy Strategy for MCDMCH

81 Pages·2012·9.65 MB·English

Republic of Zambia
MINISTRY OF COMMUNITY DEVELOPMENT,
MOTHER AND CHILD HEALTH
COMMUNICATION AND ADVOCACY STRATEGY
FOR REPRODUCTIVE HEALTH,
MATERNAL NEWBORN,
CHILD HEALTH AND NUTRITION.

2014 to 2016
Republic of Zambia
MINISTRY OF COMMUNITY DEVELOPMENT,
MOTHER AND CHILD HEALTH
COMMUNICATION AND ADVOCACY STRATEGY
FOR REPRODUCTIVE HEALTH,
MATERNAL NEWBORN,
CHILD HEALTH AND NUTRITION.

2014 to 2016
I
Table of Contents
Acronyms.................................................................................................................................iv
Foreword.................................................................................................................................vi
Acknowledgements...............................................................................................................vii
1.0 Background and Introduction.....................................................................................1
2.0 Guiding Principles........................................................................................................2
3.0 Strategic Approach.......................................................................................................3
4.0 Social and Behavior Change Communications.......................................................4
5.0 Channels of Message Delivery.................................................................................12
5.1 Mass Media:.....................................................................................................12
5.2 Mid or Group Media:........................................................................................16
5.3 Inter-Personal Communications (IPC):............................................................19
5.4 Digital channels:..............................................................................................21
5.5 Tools for implementing advocacy.....................................................................22
6.0 Strategic Design.........................................................................................................23
6.1 Adolescent Health............................................................................................24
6.2 Maternal Health/Safe Motherhood...................................................................26
6.3 Ante Natal Care................................................................................................29
6.4 Post Natal Care and New Born Care..................................................................34
6.5 Child Health.....................................................................................................39
6.6 Nutrition...........................................................................................................44
6.7 Cancer of reproductive System.........................................................................50
6.8 Sexual and Gender-Based Violence..................................................................52
6.9 Persons with disabilities....................................................................................55
7.0 Implementation Framework.............................................................................57
8.0 Monitoring and Evaluation (M&E) Framework....................................................60
Appendices.............................................................................................................................70
References..............................................................................................................................71
ii COMMUNICATION AND ADVOCACY STRATEGY FOR REPRODUCTIVE HEALTH,
MATERNAL NEWBORN, CHILD HEALTH AND NUTRITION.
List of Tables
Table 1: Adolescent Health ...................................................................................................25
Table 2: Maternal Health .......................................................................................................27
Table 3: Ante-Natal Care.......................................................................................................32
Table 4: Postnatal and New born Care....................................................................................37
Table 5: Child Health.............................................................................................................43
Table 6: Nutrition...................................................................................................................47
Table 7: Cancers of the Reproductive Health .........................................................................51
Table 8: Sexual & Gender Based Violence .............................................................................53
Table 9: Persons With Disabilities..........................................................................................55
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MATERNAL NEWBORN, CHILD HEALTH AND NUTRITION.
Acronyms
AIDS Acquired Immune Deficiency Syndrome
ANC Ante Natal Care
ARV Anti Retro Viral Drugs
BCC Behaviour Change Communication
CBO Community Based Organisation
CHNP Child Health and Nutrition Programme
EPI Expanded Programme of Immunization
SBCC Social Behaviour Change Communication
FBO Faith Based Organisation
FP Family Planning
GBV Gender Based Violence
GMP Growth Monitoring Program
HHs Households
HMIS Health Management Information System
HIV Human Immuno-deficiency Virus
IEC Information Education and Communication
IMCI Integrated Management of Childhood Illnesses
ITN Insecticide Treated Net
KAP Knowledge Attitude and Practice
MCDMCH Ministry of Community Development, Mother and Child Health
MDGs Millennium Development Goals
MNCH Mother, Newborn and Child Health
SCC Social Change Communication
NAIS National Agriculture Information Services
NMCC National Malaria Control Centre
NHCs Neighbourhood Health Committees
SRHS Sexual reproductive Health Services
UNICEF United Nations International Children Education Fund
WILSA Women in Law in Southern Africa
PMTCT Prevention of Mother to Child Transmission
PNC Post Natal Care
RED Reaching Every District
TT Tetanus Toxoid
TV Television
HRT Hormone Replacement Therapy
PCR Polymerase Chain Reaction
SIAs Supplemental Immunization Activities
iv COMMUNICATION AND ADVOCACY STRATEGY FOR REPRODUCTIVE HEALTH,
MATERNAL NEWBORN, CHILD HEALTH AND NUTRITION.
SMAGS Safe Motherhood Action Groups
SRH Sexual and Reproductive Health
STIs Sexually Transmitted Infections
TB Tuberculosis
UCI Universal Childhood Immunization
USAID United States Agency for International Development
ZANIS Zambia News and Information Service
ZDHS Zambia Demographic Health Survey
COMMUNICATION AND ADVOCACY STRATEGY FOR REPRODUCTIVE HEALTH, v
MATERNAL NEWBORN, CHILD HEALTH AND NUTRITION.
Foreword
The Government of the Republic of Zambia, through the Ministry of Community Development,
Mother and Child Health (MCDMCH), is committed to providing social protection and primary
health care services in an integrated manner as close to communities as possible. More than a
decade ago, world leaders met and adopted comprehensive and time-bound Millennium
Development Goals (MDGs) to improve the state of the world by 2015. The fourth (improve
child health), fifth (improve maternal health) and sixth MDGs (combat HIV/AIDS, malaria and
other diseases) are critical to MCDMCH.
This Communication and Advocacy Strategy for Maternal, Newborn, Child Health and
Nutrition (MNCHN) is intended to guide communication activities that are implemented at
national, provincial, district and community levels. It is envisaged that this document will equip
service providers and communicators with tools and approaches to provide locally tailored,
appropriate and relevant information on communication.
The purpose of this strategy is to provide key communication guidance for implementing
reproductive health, maternal, newborn, child health and nutrition activities. It is intended for
use by policy makers, implementing partners, communication and programme officers, and
health workers, and through them, Neighbourhood Health Committees (NHCs) and others
working at the community level. Because these communication interventions aim to increase
appropriate use of health services and promote positive behaviour change and healthy lifestyles
at home, the strategy goes beyond mere dissemination of health information to provide a
framework for guiding behaviour-centred communication activities. It is therefore imperative
that all stakeholders, including implementing and cooperating partners, become fully involved
and actively participate in the implementation of this Communication and Advocacy Strategy
Honourable Emerine Kabanshi, MP
Minister
MINISTRY OF COMMUNITY DEVELOPMENT MOTHER AND CHILD HEALTH
vi COMMUNICATION AND ADVOCACY STRATEGY FOR REPRODUCTIVE HEALTH,
MATERNAL NEWBORN, CHILD HEALTH AND NUTRITION.
Acknowledgements
This Communication and Advocacy Strategy for Reproductive Health, Maternal, Newborn,
Child Health and Nutrition (RMNCHN) has been prepared by the Ministry of Community
Development, Mother and Child Health with support from the United States Agency for
International Development (USAID) through its Communications Support for Health (CSH)
project.
The Ministry would like to acknowledge with sincere thanks for the technical and material
contributions from many individuals from various partner organizations who participated in this
important exercise.
Specifically the Ministry would like to thank the individuals and institutions listed below for
their valuable contributions.
MCDMCH further acknowledges the support given to the technical team of reviewers and
would like to thank all cooperating and implementing partners for the technical, material and
financial support. To you all, the Ministry will forever be indebted.
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List of Contributors
S/N Name Designation Institution
01 Dr Caroline Phiri Director Mothera nd Child Health MCDMCH

02 Mr Simmy Chapula Director-P lanning and Information MCDMCH
03 Michael Favin Vice president Manoff Group
04 Florence Mulenga Director-C apacity Building CSH
05 Dr Mary Nambao Deputy Director-M other Health MCDMCH
06 Dr Penelope Kalesha Deputy Director Child Health and MCDMCH
Nutrition
07 Answell Chipukuma BCC Advisor CSH
08 Josephine Nyambe BCC Advisor CSH

09 Lois Munthali Chief safe Motherhood Officer MCDMCH

10 Dyness Kaluba Chief Family Planning Officer MCDMCH

11 Rose Masilani Chief Communication officer-Social MCDMCH

Development

12 Lillian Mphuka Principal Health Education Officer MCDMCH

Dorothy Sikazwe Chief Nutrition Officer MCDMCH

13 Elizabeth Chafwa Senior Health Education Officer MCDMCH

14 Patrick Kamangala Health Education Officer MCDMCH

15 Beatrice Mwape Principal Health Education Officer MCDMCH

15 Elicah Kamiji Chief EPI Officer MCDMCH

16 Margaret Sinkamba Saving Mothers Giving Life CSH

Coordinator

17 Changano Ngoi Chief Community Development MCDMCH

Officer

18 Nicholas Goma MCDMCH

19 Weka Banda Principal IEC Officer MCDMCH

20 Vichael Silavwe Chief IMCI Officer MCDMCH

viii COMMUNICATION AND ADVOCACY STRATEGY FOR REPRODUCTIVE HEALTH,
MATERNAL NEWBORN, CHILD HEALTH AND NUTRITION.
1.0 Background and Introduction
The Ministry of Community Development, Mother and Child Health (MCDMCH) was
established in 2012 with a mandate to ensure that social protection and primary health care
services are delivered in an integrated manner as closer to the communities as possible.
MCDMCH is committed to reorganize and manage its revised portfolio in an efficient and
integrated manner by rationalizing available resources to significantly improve service delivery
following the realignment of its functions, which came about as a result of the merger between
the Ministry of Community Development and Social Services with some of the specialized
functions of the Ministry of Health. The establishment and realignment of the MCDMCH was
aimed at strengthening the government's commitment to improve the health and livelihood
status of vulnerable populations (women, children and disabled persons).
In 2007 the Ministry of Health developed a Maternal, Newborn, Child and nutrition
communication strategy whose purpose was to provide a framework to guide communication
activities that were implemented by the health sector and its stakeholders. Due to the new policy
direction and restructuring of the health sector, the realignment of Primary Health care to
community development, the strategy needed to be reviewed to incorporate new areas of focus
and emerging health trends.
From 2013 to 2014 a series of meetings were held to review the 2007 communication strategy
and identify new health areas following the realignment. Subsequently, the revised
communication strategy 2007 is called “Reproductive Health Maternal, Newborn, Child Health
and Nutrition communication and advocacy strategy which will be implemented from 2014 to
2016. This strategy is aligned to the MCDMCH strategic plan of 2013 -2016 and the National
Health Strategic Plan 2012-2015.
Vision Pioneers in the provision of integrated social protection and primary
health care service
Value Statement In the provision of social protection and primary health care services, the
Ministry shall uphold integrity, transparency, and respect for clients,
confidentiality, impartiality, non-discrimination, and commitment.
Mission To effectively and efficiently facilitate the provision of equitable social

protection and quality primary health care services to communities in
order to contribute to sustainable human development.

Overall Goal
Contribute to 50% reduction in the high disease burden by 2016.
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