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Published on Apr 2, 2010
In Pakistan, more than two-thirds of women deliver babies in their homes with the help of an unskilled birth attendant. Using mass media, this TV spot promotes the importance of a skilled birth attendant- whether that is a doctor, nurse, or LHV- who can handle any potential birth complications in order to have a safe hospital delivery. This video was created as part of the Pakistan Initiative for Mothers and Newborns (PAIMAN) project—a six year, USAID-funded initiative to improve maternal, newborn and child health in a country where one woman dies every hour due to pregnancy or childbirth-related complications.
The PAIMAN consortium is led by JSI Research & Training Institute together with Johns Hopkins University-Center for Communications Programs, Aga Khan University, Contech International Health Consultants, Greenstar Social Marketing, Pakistan Voluntary Health & Nutrition Association (PAVHNA), The Population Council, and Save the Children.