Campaign helping to improve livestock farming in arid areas

Social Behaviour Change (SBC) tactics have successfully reduced maternal and child deaths in Kenya. Historically, pregnant women relied on traditional birth attendants and ignored calls for prenatal clinic visits, resulting in high maternal and child mortality blamed on preventable causes such as severe bleeding during birth. As a tested approach based on data, SBC promoted a change in knowledge, attitude, norms, and beliefs in the health sector, that ultimately led to positive behavioral change. There has been increased uptake of maternal and newborn care, immunization services, family planning, and HIV testing.