JORDAN

Mabrouk InitiativeAn Innovative Approach to Reach

Every Newlywed Couple for Family Planning through Ministry of Interior

Rula DajaniDeputy Chief of Party

Jordan Health Communication Partnership (JHCP)

Bangkok - Tuesday March 9, 2010

Jordan Health Communication Partnership - Johns Hopkins/ Bloomberg School of Public Health/Center for Communication Programs

A national program funded by USAID

with technical assistance from

Johns Hopkins University/Bloomberg

School of Public Health,

Center for Communication Programs.

2004-2011

To achieve a health competent Jordan

In which communication empowers individuals, families, communities and

institutions

with the knowledge, skills and resources needed to work together

to improve and sustain health.

Partners

Jordan Health Communication Partnership - Johns Hopkins/ Bloomberg School of Public Health/Center for Communication Programs

Fostering a health competent society through: Creating supporting environments Contributing to health service performance Mobilizing communities Audience segmentation according to life

stages Involving individuals

Households are the producers of health

Conceptual Framework

Jordan Health Communication Partnership - Johns Hopkins/ Bloomberg School of Public Health/Center for Communication Programs

Objective: Raise the awareness of the newly wed couples in FP/RH

Partners: MOH, MOA&IA & HPC

Channels: Ma’azoons, Shari’s judges and priests when signing the marriage contract

Mabrouk “ Congratulations” – Phase One

Jordan Health Communication Partnership - Johns Hopkins/ Bloomberg School of Public Health/Center for Communication Programs

• Lack of effective monitoring and evaluation systems• Handling procedures were not institutionalized.

Therefore, MOI represented the best systematic institution to adopt initiatives.

• MOI/ CSPD tracks Jordanian citizens (target audience segmented) throughout their different life stages (birth, passports, marriage, children and death certificates)

Phase 1- Lessons Learned Shift to MOI

Jordan Health Communication Partnership - Johns Hopkins/ Bloomberg School of Public Health/Center for Communication Programs

Goal : reaching newly wed couples and new parents at key FP/RH decision-making junctions

Objectives:

•- “Mabrouk” : reaching newly wed couples ; with spousal communication and FP /RH messages when acquiring their first “ Family book”-“ Mabrouk…you are a new mom and dad”: reaching new parents with FP and spacing information when acquiring their first baby’s birth certificate.

Mabrouk “ Congratulation” Initiatives Phase Two

Jordan Health Communication Partnership - Johns Hopkins/ Bloomberg School of Public Health/Center for Communication Programs

•Partner: MOI, CSPD, MOH & HPC• Channel: 74 CSPD offices all over Jordan• Target audience: 66,000 couples/ year • Information kits for:

-Spousal communication-Gender equity-Mother care-Child care-Family planning(spacing before your first child)-Spacing between pregnancies-Breastfeeding

“

Mabrouk “ Congratulation” Initiatives

Jordan Health Communication Partnership - Johns Hopkins/ Bloomberg School of Public Health/Center for Communication Programs

- Creation of Unstructured Supplementary Service Data (USSD) menu.

- FP and other health messages placed on 18 million scratch cards.

- SMS sent out to Umniah subscribers for 3 months 300,000 SMS every month.

Free coverage of Mabrouk Initiative in Jordan Radio & TV and 4 daily

newspapers

Leveraging Private SectorWin-Win Relationship

UMNIAH Telecommunications:

Jordan Health Communication Partnership - Johns Hopkins/ Bloomberg School of Public Health/Center for Communication Programs

Mabrouk “ Congratulation” Evaluation main results

Yes; 92

No ; 8

Did the CSPD staff give you/ your husband/your fiancé or who received your family book for the first time a package entitled

“Mabrouk” ?

What benefit did you get from them? - 92% of newly weds who issued their

family book got Mabrouk packages from CSPD offices.

- 18% of newly weds know about Mabrouk from SMS.

- 73% of those read the package, this percentage.

- Almost all the respondents who read the package like the contents of the booklet and the checklist.

- 73% of those who like the contents discussed the subjects in the package especially with their fiancés, husbands and wives.

Prenatal care Importance of FP and modern FP

How to space between pregnancies

Information about the courtship phase

Marital relationship Other 0

20

40

60

16

50

18

7

36

Jordan Health Communication Partnership - Johns Hopkins/ Bloomberg School of Public Health/Center for Communication Programs

Mabrouk “ Congratulation” Evaluation main results

- 50% when asking about the benefits of these messages indicated the importance of FP and modern FP methods, then how to space between pregnancies and prenatal care.

- 13 percent of the respondents and/or their fiancés/wives and husbands visited MCH centers recently.

- AS for the services received at these centers for those who visited them, more than half of them received information about pregnancy and birth, 15% received information about spacing.

Have you or your fiancé/wife/husband visited any Mother and Child Health Center recently?

51

15 15

86 5

0

20

40

60

Information about pregancy and birth

Information about spacing

Vaccine for children Information about breadfeeding

Prenatal Other

What services did you or your fiancé/wife/husband received at the Mother and Child Health Center?

Jordan Health Communication Partnership - Johns Hopkins/ Bloomberg School of Public Health/Center for Communication Programs

- Ownership of the Mabrouk initiatives- Institutionalize Mabrouk initiatives within CSPD procedures

and systems.- CSPD has a CSR section built on Mabrouk initiative

conceptual framework.

Institutionalization and Sustainability

CSPD:

-Private sector:- Sponsor the initiatives- Sponsor the initiatives activities &

interventions needed.