Thamini Uhai maternal health campaign

The name Thamini Uhai’s  (Value Life) began as the brand for a communication campaign aimed  at increasing the number of women delivering their babies in health facilities and seeking early treatment for complications in pregnancy and labor in the Kigoma region of Tanzania.

This multi-channel campaign, which first ran in 2014 and was repeated in 2016, is designed to address the socio-cultural and attitudinal factors that lead to low health facility utilization. It used radio, posters, billboards, social media, and community outreach to deliver the message.