Using Media to Motivate Birth Attendants to Improve Quality of Labor and Delivery Care in Uttar Pradesh

Presenter: Rajiv Saurastri, Population Services International

We present three videos used to launch the WHO Safe Childbirth Checklist (SCC) in facilities in Uttar Pradesh, India.  Jug Jug Jiyo focuses on “the hands of a Birth Attendant which bless an infant with long life,” creating an emotional trigger that builds self-respect and motivation among birth attendants and facility staff.  A Day in Life of Pushpa establishes how the life of a Birth Attendant becomes easier when she follows the SCC. Baby Steps to BetterBirth is a success story of SCC adoption, highlighting the confidence instilled in facility staff to ensure safe deliveries while using  the SCC.