SEA-MCH-229

Distribution: Limited

Increasing Media Awareness

on Maternal and Child
Health Issues
Report of a Regional Workshop
Bangkok, 17-18 February 2005

WHO Project: ICP MPS 001

World Health Organization

Regional Office for South-East Asia
New Delhi
July 2005
 © World Health Organization 2005

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responsibility of those authors.
 CONTENTS
Page

1. BACKGROUND.................................................................................................1

2. OBJECTIVES ......................................................................................................2

3. INAUGURAL SESSION ......................................................................................2

4. PARTICIPANTS..................................................................................................4

5. TECHNICAL SESSION .......................................................................................4

5.1 Maternal Health........................................................................................4
5.2 Child Health .............................................................................................5
5.3 News and Numbers on MCH – How Much Gets Reflected in the Media...5
5.4 Group Work I ...........................................................................................6
5.5 Panel Discussion .......................................................................................6
5.6 Group Work II ..........................................................................................7
5.7 Technical Presentation..............................................................................7
5.8 Visuals in Participatory Planning (VIPP) Session on WHD Messages...........7
5.9 Group Work III .........................................................................................8
5.10 Simulated WHD 2005 Press Conference...................................................8
5.11 Concluding Session...................................................................................8

6. LESSONS LEARNT .............................................................................................8

Annexes

1. List of Participants............................................................................................10

2. Programme......................................................................................................12

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1. BACKGROUND
The well-being of societies is directly linked to the health and survival of
mothers and children. When mothers survive and thrive, their children survive
and thrive. When both mothers and children survive and thrive, societies in
which they live prosper. Motherhood thus should be a time of expectation
and joy for a woman, her family, and her community. For women in
developing countries, however, the reality of motherhood is often grim. For
these women, motherhood is often marred by unforeseen complications of
pregnancy and childbirth. A majority of them die in the prime period of their
lives and in great distress. A mother's death carries profound consequences
not only for her family, especially her surviving children, but also for her
community and country. In some developing countries, if the mother dies, the
risk of death for her children under age five is doubled or tripled. In addition,
because a woman dies during her most productive years, her death has strong
social and economic impact as her family and community lose a productive
worker and a primary care-giver.

Worldwide, it is estimated that every year almost 11 million children

lose their lives from causes that are largely preventable and 529 000 women
die yearly from complications of pregnancy and childbirth i.e., about one
woman every minute. The South-East Asia Region of WHO accounts for
174 000 of these maternal deaths i.e., about one every three minutes, and
more than three million children under five years of age die every year which
include 1.4 million newborns. Nearly all these deaths occur amongst the
poorest of the poor in these countries. What is most disconcerting is the fact
that a majority of these deaths could be prevented using existing knowledge
and interventions.

The theme of World Health Day 2005 is “Make every mother and child
count”. This is also the subject of the World Health Report 2005, which
would be launched on World Health Day. World Health Day (WHD) 2005 is
a unique opportunity to raise awareness of this needless tragedy, and of the
efforts needed by all to ensure life and good health among these precious
members of society. It is also an occasion to stimulate action; to compel
national governments, international donors, nongovernmental organizations,

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the private sector, the media, community-based groups and individuals alike
to learn about, plan for and undertake sustainable activities that aim to
improve the survival, health and well-being of mothers and children. World
Health day would provide a window of opportunity for the continuum of
activities to be followed at country level.

It is well recognized that the media, both print (newspaper, magazines

etc.) and electronic (radio and TV), has a very important role in driving public
opinion and actions. For this reason, this workshop involved prominent print
and electronic media personnel from Member States in the Region so as to
raise their awareness regarding promotion of maternal, newborn and child
health and contribute towards fulfilling a commitment to mothers, newborns
and children that has been promised through the Millennium Declaration.

2. OBJECTIVES
The main objectives of the workshop were:

(1) To familiarize journalists on key issues related to maternal and child

health, and
(2) To identify activities that could be done by the media to help the cause
of maternal and child health within respective Member States as a build-
up to, during and following World Health day 2005.

3. INAUGURAL SESSION
At the inaugural session, the Regional Director’s address was read out by the
WHO Representative to Thailand. In his address, the Regional Director said
that approximately 30% of global maternal and child mortality occurred in the
South-East Asia Region and that the issue of maternal and newborn health
posed a major challenge, besides the issue of child health. In 2000, nearly
174 000 women, including 136 000 in India alone, died from pregnancy and
childbirth complications; also, nearly 1.4 million newborns died in the
Region. The factors commonly associated with these deaths are the absence
of skilled health personnel during childbirth; inability to provide emergency
obstetric and neonatal services for complicated cases; inequities and vast gap
in accessing maternal and neonatal health services in the community, and
ineffective referral systems. He went on to say that most pregnancy and

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childbirth complications cannot be predicted, and therefore, the continuum

of care, particularly skilled care at every birth, is crucial to saving lives. The
continuum of care that the mother receives before and during pregnancy, as
well as during childbirth and the period soon after birth is a critical
determinant for the survival and well-being of the mother-baby dyad. He
raised concern over the low proportion of deliveries attended to by skilled
health personnel in some countries of the Region. He reaffirmed that to
achieve the Millennium Development Goal and other international
development goals in maternal and newborn health it was necessary to have
long-term commitments and investments in order to ensure that women and
newborns had access to timely, safe, affordable, and high quality maternal
and newborn care.

On the issue of child health, he said that over three million children
under the age of five died in the Member States, two thirds of them within the
first month and, of these, two thirds died within the first week of life. The
causes of newborn deaths are mostly related to maternal health during
pregnancy and to the inadequate care received during childbirth and the
immediate post-natal period. The causes of deaths of children under-five
years of age include pneumonia, diarrhoea, vaccine -preventable conditions
like measles and tetanus, and other endemic diseases, such as malaria.
Malnutrition contributes to 60% of all child deaths.

The death of a large number of mothers and children is unconscionable,

particularly as effective and affordable interventions for their prevention are
available. The reasons for the high burden of maternal and child mortality also
lie in the perception of individuals, families and communities on matters
related to health in general, and maternal and child health in particular. These
perceptions, which are critically dependent upon the availability of valid
information, determine health behaviour, including care-seeking for sickness
episodes and emergencies from appropriate health care providers. The access
and affordability of preventive, promotive and curative health services provided
to all sections of society in an equitable manner is another important factor.

The Regional Director emphasized that investment in both maternal

health and child survival is a good investment, citing the World Bank which
estimates that for every dollar invested in child health, seven dollars are
returned to society through reduced spending on social welfare and increased
productivity of young people and adults.

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He said that the WHO recognized media as an important partner in its

activities to promote and protect the health of people in the Member States.
He highlighted the commendable role that media played in spreading correct
information during the recent SARS outbreak, which contributed immensely
to the early containment of the disease. In conclusion, he urged the media to
contribute towards the cause of mothers and children who form the basis of
human existence and societies.

4. PARTICIPANTS
Twenty-four participants from countries of the Region attended the workshop.
Representatives from UNFPA and UNICEF also attended. The List of
Participants is at Annex 1, and the Programme at Annex 2.

Following the Regional Director’s address, the participants were

introduced to each other in an interactive manner which also acted as an ice-
breaker.

5. TECHNICAL SESSION
This session gave an overview of the situation and the state of affairs within
the Region in the field of maternal, newborn and child health. The idea was
to give a glimpse of the progress made and the gaps that need to be plugged
in the light of emerging evidence to fulfil Member States commitment towards
the health of mothers and children.

5.1 Maternal Health

RHR department presented an overview of the maternal health situation in
the Region

Picking up from the global burden of maternal mortality and its

distribution across the globe, the share of the South-East Asia Region was
presented to the participants. Disparities among the developed and
developing countries and inter-country variations were highlighted. A glimpse
of the major causes of death and the delays that cause death were presented.
The need for timely and appropriate action and responsive and well-

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equipped health facilities for saving mothers was shared. A historical review of
evidence on what works and what should be done to counter maternal
mortality was presented. To sum up, there is a need to prioritise maternal
health. It is not just a social and moral issue but a political imperative, and
governments, donors, civil society - in fact, each one of us has an obligation.
And the time to do it is Now.

5.2 Child Health

CHD Unit presented facts, figures, ground realities, achievements and
bottlenecks in the field of newborn and child health in the region. The
presentation included comparative data from Member States and the
implementation gap for various evidence-based proven child survival
interventions. In summary, countries within the Region are at various stages of
development as far as child health is concerned. The biggest bottleneck is in
the stagnant neonatal mortality. Malnutrition poses a major challenge in the
countries accounting for as much as 60% of childhood mortality.

In order to make an impact, it is necessary to ensure universal coverage

of evidence-based interventions.

5.3 News and Numbers on MCH – How Much Gets Reflected

in the Media
Mr Christopher Powell, Communication Officer FCH/HQ, made a
presentation on the present state of media coverage of these issues. The
presentation highlighted the need for media to be more involved and provide
due space and attention to these issues which have been neglected for too
long. He said that maternal and newborn mortality are a “shame of the
century”.

Women die of the same causes. All the interventions are known, yet,
mothers, sisters, wives and daughters are left to die. The poorest of countries
are worst hit and even within them it is the poorest that are most neglected
and suffer the most. Despite compelling statistics, why maternal deaths do not
make news? Because it is not a contagious disease and there is no real threat
for developed countries. On top of its being invisible, maternal mortality has
yet another bottleneck – that of missing data – sixty-two countries have no

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data; vital registration is ignored in most parts of the developing world where
the problem is most acute and misclassification is commonplace. Thus, these
deaths are simply ignored. Journalists are powerful agents of change and can
illuminate the darker areas of the present reality. They have the power to
make news and shape local and international agendas. But power also has
responsibility. It is thus important to go into the heart of issues with rigour and
seriousness and present news and information not often published, and,
indeed, often concealed. He dared the participants to go against the tide of
the dominant media and create space for mothers and babies who die
needlessly in the most natural process of human procreation.

5.4 Group Work I

Bridging two worlds – from case studies to headlines

The participants discussed case histories one each on maternal health and
newborn/child health, taken from real-life situations, in breakaway groups and
came up with headlines. They also deliberated upon issues surrounding death
and identified reasons for the same and whether something could have been
done to prevent them. This session stimulated the participants not only to use
their journalistic skills but also to think and analyse the event logically.

Each group then presented its views on issues that each story raised from
domiciliary to tertiary level care and the role of family/communities and
response from the health systems and what could have prevented these
deaths. This was done with a view to sensitising participants to a host of social,
economic and health system issues that need to be factored in for reduction
of neonatal, child and maternal mortality.

5.5 Panel Discussion

Can journalists and the health sector work together to highlight issues
related to maternal and child health?

The discussion was aimed to get the perspectives from the media and the
technical/health systems to identify factors responsible for poor coverage of
MNCH issues in the media. One of the participants played the role of a
moderator while the facilitators responded to the queries raised by the
participants. This session was followed by group work.

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5.6 Group Work II

How can media and the public health experts work together?

The participants discussed the various issues, threats and opportunities to raise
the profile of MNCH in the media. The group work deliberations were then
presented to the larger group. Various suggestions for the health system as
well as the media were offered; crucial among them were the felt need for
media training among health managers and a focal point within technical units
of health systems easily accessible to the media.

5.7 Technical Presentation

World Health Day theme “Make every mother and child count”
and WHD messages

Mr Powell gave a brief overview of the World Health Day activities and WHO
messages for WHD. He walked the participants through the entire road map
for build-up and follow-through to the World Health Day starting from
January 2005 through November 2005. He urged the media to highlight the
health situation of mothers and children, indicate the areas that are still not
covered and problems that remain and to use media muscle to raise
awareness and stimulate action. He also urged them to highlight maternal and
child health success stories. He shared the objectives and messages of the
World Health Day with the participants as well as the Great Expectation Series
which showcases experiences of six mothers around the world who were
followed through pregnancy, childbirth and thereafter. He also walked the
participants through the WHD web site and urged them to use the
information provided therein.

5.8 Visuals in Participatory Planning (VIPP) Session on WHD Messages

In this session, the participants were asked to frame messages of their own for
preventing maternal and child deaths. This was done using the VIPP approach
to make it more interactive. The participants used VIPP cards which were
then shared with others and grouped under various headings – Rights,
Situation, General, Advocacy, and Action-oriented messages related to
maternal and child health. This session was aimed to stimulate the thought
process and sensitise the group to the need for crisp, clear, action- oriented
messages. The methodology also ensured participation from all.

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5.9 Group Work III

Role of media and planning a WHD 2005 media campaign

In three breakaway groups, the participants discussed the role of media and
planning of the WHD campaign. Each group came up with a media plan that
was feasible for implementation at country level. The groups came up with a
number of suggestions which included holding panel discussions, interviews
with key stakeholders, spots and jingles, vox pops/fillers of general people and
celebrities, series of stories on TV/ radio, feature articles in print media, quiz
programmes, etc.

5.10 Simulated WHD 2005 Press Conference

In this session, a simulated WHD 2005 press conference was conducted.
Questions from the participants were fielded by WHO facilitators. A number
of questions were raised. These included the role of WHO, political
commitment, operational issues like availability of blood, skilled manpower,
engaging families and communities, teenage pregnancy, abortion issues, etc.
This session turned out to be very useful. It was evident from the range and
depth of questions asked by the participants that it is the lack of knowledge
and awareness within the media and not the lack of interest which is
responsible for poor media attention to MNCH issues. After the press
conference feedback was obtained from the participants who agreed that they
were now better equipped to handle issues related to mothers and children
and the information that they had gathered in the past two days would help
them sharpen and focus their questions and coverage on the issue.

5.11 Concluding Session

The participants were thanked for their active participation in the meeting. It
was agreed that on their return to their respective countries they would try
their best to put the MNCH agenda upfront in the media. WHO on its part
would collaborate in every possible manner.

6. LESSONS LEARNT
As this was one of the very first meetings held with the media with the aim of
raising awareness and ensuring participation and interest in the theme of

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WHD, it is deemed necessary to put forth some key lessons learnt. These
include the following:

(1) Media is interested in maternal and child health. It would be incorrect to

assume that they are aware of issues that we deal with on a daily basis.
We need to proactively engage with and inform the media about issues
that we feel need to be highlighted/disseminated on a wider scale.
(2) Feedback suggests that when the media approach country offices for
information, they face several impediments. WHO staff may not be
available or willing to interact with the media.
(3) WHO country offices need to have a focal person to answer queries
from the media. Policy guidance on the process of interacting with the
media and strengthening staff capacity are necessary.
(4) Health journalists have to struggle within their own systems to find space
for health-related issues. It would be helpful if avenues for regular
interaction with senior editors/management were to be institutionalised
by WHO at a senior level.
(5) It is feasible for related technical units (in this case CHD and RHR) to
work together with PIA to organize media sensitisation activities.

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Annex 1

LIST OF PARTICIPANTS

Bangladesh Ms Tofiq Rashid

Indian Express
Dr Maswoodur Rahman Prince New Delhi
Editor: Stethoscope
The Daily Independent Dr Aparajita Gogoi
32, Kazi Nazrul Islam Avenue National Coordinator, WRAI
Karwan Bazar Secretariat-CEDPA
Dhaka-1216 C 1, Hauz Khas
New Delhi-110016
Ms Munni Saha Tel.: 91 11 51656781
Special Correspondent Fax: 91 11 51656710
ATN Bangla TV Mobile: 9810245977
Karwan Bazar E-mail: aparajitagogoi@vsnl.net
Dhaka

Indonesia
Bhutan
Mr Gustav Roberts (INDOSIAR)
Ms Dema Jl Damai 11, Daan Mogot
Reporter Jakarta Barat
Kuensel Corporation Tel.: (62-21)567-22-22
Thimpu Mobile: (0811) 972-126
Mr Pem Gyeltshen E-mail: tav@indosiar.com
Radio Health Producer Ms Diana Pangestuti
Bhutan Broadcasting Services Radio Republic of Indonesia
Thimpu Jl Medal Merdeka Barat 4-5
Mr Sangay Tenzin Jakarta Pusat
Television Ms Santi Soekanto
Bhutan Broadcasting Services Newspaper Journalist
Thimpu Gg. Poncol No. 61- RT 002/010
Jl. RTM Kelapa Dua, Cimanggis
India Depok, Jawa Barat 16951
Tel.: (62-21) 870-61-56
Mr Thangavel
Mobile: (0813) 11-33-70-23
Dinamani
E-mail: soekantos@who.or.id
402 INS Building
Rafi Marg
New Delhi Maldives

Ms Mohuya Choudhary Ms Hafsa Ali

NDTV Senior Programme Organizer
New Delhi Voice of Maldives
Male

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Ms Sajna Zareer Ms Wacharee Prasongwlwat

Assistant Journalist Mass Communication Organization of Thailand
Television Maldives Rama 9 Road, Huaywang
Bangkok
Mr Ali Yoosuf Tel: 02-424 6657
Reporter Fax: 02-246 0931
Haveeru Daily Newspaper E-mail: prpasongwlwat@yahoo.com
Male

UN Agencies
Myanmar
UNFPA
U Myint Oo
Director (Television) Mr. Deepak Gupta
Myanmar Radio and Television (MRTV) UNFPA CST SAWA
Ministry of Information Katmandu

Dr Than Htay Ms Gyanu Shreshta

Medical Officer UNFPA
Pindaya Teku
Shan State (South)
UNICEF
Ms Sander Linn
Myanmar Times Ms. Karuna Bishnoi
UNICEF –India Country Office
Yangon
New Delhi

Nepal WHO-HQ
Ms Archana Parajuli Mr Christopher Powell
The Kathmandu Post Communications Officer
Kantippur Publications (P) Ltd Geneva
P.O. Box: 8559
Kantipur Complex, Subidhanagar WHO-Myanmar
Kathmandu
Tel: 4480100 Ms Charlotte Wiback
ICO
Fax: 977-1-4470178
Yangon
Email: kanti@kantipur.com.np
Ms Ohmar Myint
Mr Chuda Mani Luitel
WHO – Myanmar
Reporter
Yangon
Nepal Television

Mrs Chanda Bista WHO-Thailand

Program Presenter Dr W. Aldis
Radio Nepal WR Thailand
Bangkok
Thailand
WHO-SEARO
Ms Janjira Thanathikorm
Bangkok Broadcasting & TV Co. Ltd Dr Sudhash Malhotra
998/1 Phaholyothin Road Child Health and Development
Bangkok Ms HBK Pandey
Tel: 02-272 0020 Public Information and Advocacy
Mobile:01-866 4732
Email: janjira_tv7@hotmail.com Dr Razia Pendse
STP-Reproductive Health and Research

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Annex 2

PROGRAMME

Thursday, 17 February 2005

09:00-09:10 Inaugural Session
Address by Regional Director
(To be read out by Dr Aldis, WR Thailand)
09:10-09:30 Introduction – a “Get-to-Know Each Other” session
Chris Powell
SESSION-1
The Facts and nothing but Facts!
09:30-10:15 Back to Basics: Facts about Maternal, Newborn and Child Health
(Presentations followed by discussion)
Maternal Health
Razia Pendse
Child Health
Sudhansh Malhotra
10.15–10:30 Q &A with presenters
10:50-11:30 The News and the Numbers on MCH – Global and Regional Trends:
How much of this gets reflected in the media?
Chris Powell
11:30-12:15 Q & A from participants
SESSION-2
Bridging two worlds – from case studies to headlines
12:15-12:30 Introduction to case studies
Harsaran Bir Kaur Pandey
13:30-13:45 Case studies in maternal health
13.45-14:00 Discussion: OK, so what’s the headline?
14:00-14:15 Case studies in newborn health

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14:15-14:30 Discussion: OK, so what’s the headline?

14:30-14:45 Case studies from child health
14:45-15:00 Discussion: Ok, so what’s the headline?
15:20-16:00 Can journalists and the health sector work together to highlight
MCH issues?
Mohuya Choudhary and Sudhansh Malhotra
16:00-17:00 Group Work: How can media and public health experts work better
together?
17:00-17:30 Group work presentations and discussions

Friday, 18 February 2005

SESSION-3
World Health Day 2005
08:30-09:30 World Health Day 2005 Theme: Make every mother and child count
and WHD Messages
Chris Powell
09:30-10:00 VIPP on WHD
Harsaran Pandey and Karuna Bahl Bishnoi
10:30-11:30 Group work :
Role of the media and planning a World Health Day (WHD) 2005
Media campaign
11:30-12:30 Group work presentations and discussions
SESSION-4
It takes two to tango
13:30-14:30 Simulated World Health Day 2005 press conference
14:30-15:00 Feedback on press conference
15:20-16:15 Open discussion: Creating a two-way street for better health
16:15-16:30 Closure

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