Dr' Oyun Chimeddamba

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SAFE MOTHERHOOD MEDIA CAMPAIGN

• Dr. Oyun Chimeddamba
• Reproductive Health Officer
• Directorate of Medical Services Governmental
  Implementing Agency
• Ulaanbaatar, Mongolia

DMS
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Mongolia is a unique

• The total population 2,475.400
• 57 urban, 1/3 total pop. in Ulan Bataar city
• The major ethnic group is Khalkh (81.5)
• High literacy -- 97.8
• Unemployment high 3.4
• 51 live in traditional gers or yurts

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Mongolian Traditional gers
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Gender roles and gender equality

• Women continue to be poorly represented in
  politics and at senior levels of government
• Domestic violence has been recognized as a major
  form of discrimination against women
• Limited male involvement in reproductive health
  issues

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Reproductive Health, Including STIs and
HIV/AIDS,02

• 4 officially reported cases of HIV
• STI cases increasing dramatically, constituting
  41 of the total number of infectious diseases
  reported
• 48-52 of the total reported STI cases are among
  young people aged between 15-24 years old
• 1/5 of all pregnancies are unintended
• 123 abortions per 1000 live births
• Maternal mortality was 123 per 100,000 live
  births

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Maternal mortality per 100,000 live births, 1998
2002
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Maternal mortality rate by aimags (5 years
average) /1996-2000/
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The Directorate of Medical Services (DMS)

• Implementing Agency of The Government of Mongolia
  and of this project
• The goal is to ensure access to quality health
  care services through implementation of
  Government Policies

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Countrys main achievements 2000-2003

• The residents of Mongolia are fully covered by
  Family Medicine (2002)
• Infant and child mortality rate has consistently
  reduced and is below the national level
• The Second National Program on Reproductive
  Health (2002-2006)
• Maternal Mortality Reduction Strategy

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Problem addressedPoor maternal health

• Maternal mortality rate higher in remote areas
• Internal migration and the basic medical services
  
• Mothers seek antenatal care very late
• The mothers who died had less education
• 1/3 of mothers who died were unemployed
• A lack of male involvement in RH issues

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RH Communications projectGoal To increase
awareness of safe motherhood issues through
active male involvement

• June 2002-December 2002
• 11 series of radio programs
• 22 series of TV programs
• 18 series of articles in Unuudur and Seruuleg
  newspapers
• 64 000 copies of Booklet
• 3 000 copies of poster
• 50 000 copies of RH quarterly newsletter

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Target population

• Recently married men
• Adolescent boys young men
• Migrant families
• Students living away from home

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Opportunities for the project to built on

• State Policy on Public Health
• The National Reproductive Health Program
  (2002-2006)
• Maternal Mortality Reduction Strategy (2002-2004)
• The Government Resolution 224 on Strengthening
  IEC activities to enhance healthy behaviors
• Existence of the ESS studio as a specialized
  health TV and radio studio
• Health Promotion Department
• Desire of young people, including adolescent boys
  and men to obtain accurate information

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Stakeholders involved

• The national project director, coordinator and
  team
• IEC advisers and IEC Core Group members
• UNFPA Program Officers
• Officers of the Ministry of Health
• Staff of the Health Promotion Department of the
  DMS
• ESS Studio staff
• Health care providers, including obs/gyns
• TV, Radio and newspaper personnel
• Clients (pregnant women, family members, men)
• Rural residents

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Activities undertaken

• 22 series of 5 min. long TV programs, which were
  initially broadcasted through the National
  Mongolian TV
• 11 series of 10 min. long radio programs aired
  through the National Radio station
• 18 series of articles in two newspapers
• 64 000 booklets and 3 000 posters produced and
  distributed throughout the country
• 50 000 copies of RH newsletter

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The project results

• gt40 percent of the total TV audience has seen the
  program and have strong desire to follow the
  Safe motherhood TV programs
• We have received more than 300 telephone calls by
  Hotline service.
• The audience frequently requested to repeat the
  program

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Monitoring activities and tools

• Monthly rapid assessment via questionnaire
• Interviews with audience
• Focus group discussions with media personnel
• Field visits
• Observation

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Lessons learned

• Effectively seek financial support
• Produce and broadcast TV and radio programs in
  the rural settings, based on their specific needs
  and features
• Improve technical competence of media
  professionals
• Strengthen multi-sectoral collaboration and
  partnership

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Thank you for your attention