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ASSESSMENT OF GROUP COMMUNICATION CAMPAIGN ON MIDWIFE SERVICE SCHEME AGAINST CHILD DELIVERY AT HOME

CHAPTER ONE

INTRODUCTION

BACKGROUND OF THE STUDY

In the realm of maternal and child health, ensuring safe deliveries remains a paramount concern. Despite advancements in healthcare, there persists a significant challenge in discouraging home deliveries, particularly in regions where access to formal healthcare facilities may be limited. Recognizing the gravity of this issue, the implementation of Midwife Service Schemes has become a key strategy to enhance maternal and child health outcomes.

This study delves into the assessment of a group communication campaign aimed at promoting the Midwife Service Scheme and discouraging home deliveries. Home deliveries pose considerable risks to both mothers and infants, often lacking the necessary medical expertise and resources that formal healthcare facilities provide. The rationale behind the group communication campaign lies in its potential to disseminate crucial information, raise awareness, and ultimately influence community behavior towards opting for professional midwifery services.

The landscape of maternal and child health is complex, influenced by various socio-cultural, economic, and geographical factors. As such, a nuanced evaluation of the group communication campaign is necessary to understand its effectiveness and potential areas of improvement. This assessment aims to unravel the multifaceted impact of the campaign, exploring its reach, resonance, and the extent to which it has successfully shifted community perceptions and behaviors concerning childbirth practices.

To contextualize the evaluation, it is imperative to delve into the background of home deliveries and the existing challenges that contribute to their persistence. Home deliveries are often rooted in cultural norms, financial constraints, and limited accessibility to healthcare facilities. Understanding these underlying factors is crucial for designing effective communication strategies that resonate with the target audience and address the specific barriers to adopting formal midwifery services.

The Midwife Service Scheme, as a pivotal component of maternal healthcare, seeks to counteract the risks associated with home deliveries by providing skilled assistance during childbirth. The group communication campaign under scrutiny employs various channels and mediums to disseminate information, utilizing community engagement, mass media, and interpersonal communication to amplify its impact. By evaluating the campaign's effectiveness, we can gain insights into the dynamics of communication strategies in the context of healthcare interventions.

As we embark on this evaluation, it is important to acknowledge the inherent challenges associated with assessing the impact of a communication campaign on complex social behaviors. Communication initiatives often operate within a dynamic environment, necessitating an exploration of the contextual nuances that shape community perceptions and decisions. This evaluation will employ a qualitative and quantitative research approach, combining surveys, focus group discussions, and in-depth interviews to provide a comprehensive analysis of the campaign's outcomes.

In conclusion, this assessment seeks to contribute to the broader discourse on maternal and child health by critically examining the impact of a

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