Mass Media Campaign in Iraq Helping Mothers and Children

The USAID-funded Primary Health Care Project Iraq launched a national, mass media campaign in behavior-change communication (BCC) that ran July 13 through August 31, 2014. The campaign consisted of three TV spots, animated songs, and a seven-episode information series.  Some of those spots are now available on URC’s YouTube channel on specific topics such as pre-natal care for women, breastfeeding,  preventing diarrhea in infants, and vaccination for children.

The TV spots were broadcast on channels in Iraqia, Sumaria, Sharqiya, Al Rasheed, Al Afaq, Gali Kurdistan, Rudaw, Kurdsat, and radio spots aired on Dijla FM, Nawa, Al Rasheed, Iraqia, Demozi, Rudaw, and Radio Al-Mirbad. The information series was broadcast on the top Arabic and Kurdish channels.

Special emphasis was given to target populations served by rural sub-clinics that cater to clients with lower-levels of education, including illiterate women and Internally Displaced Persons (IDPs). These vulnerable populations will greatly benefit from the services provided by primary health care clinics that target vaccine-preventable diseases such as polio and measles, as well as hygiene-related illnesses such as cholera and diarrhea.

In addition to this mass media campaign, PHCPI printed and distributed educational materials to reinforce the health messages of the BCC campaign. Some of these materials address high priority topics such as polio, cholera and measles.

The campaign’s main objective is to support the Ministry of Health in achieving its Millennium Development Goals (MDGs 4 and 5) and ultimately improve the quality of primary health care in Iraq by:

  • raising the level of awareness of the importance of promoting antenatal care, exclusive breastfeeding, immunization, treatment of diarrhea, and good nutrition and hygiene to promote the health of mothers and children; and
  • raising the level of awareness about best practices to increase the use of Primary Health Care (PHC) services in Iraq that empower communities to demand improved quality of services.
Date 
October 23, 2014
Authors 
Sabina Behague, Communications Specialist
Regions/ Countries