A serious problem, but information is part of the solution

Kenya faces serious maternal and child health challenges:high fertility rates, low use of contraceptives, a low percentage of women receive pre-natal visits and benefiting from skilled attendants at birth. The result is an unacceptably high number of women die in childbirth. Infants and children die too, as a result of these trends.

Women and caregivers of children under five in the country need to have timely access to credible information on issues related to maternal and child health. There are many commendable efforts to address these health challenges, but often people don’t know about them. In addition, citizens need to have better ways to hold their governments accountable for delivery of health services. This is where the media comes in.

Unlocking stories, driving change

There is growing recognition that local media can be partners of the health community. The media can engage listeners in ways that stimulate their interest and curiosity and helps them see the benefit of good health practices. Skilled reporters have an ear on the ground collect misinformation and trusted media is an ideal platform to correct rumour and outdated or dangerous beliefs.

When people read, hear and see stories about health services, they think about them and discuss this amongst friends . Media discussions help to reduce stigma and address complex culturally-based behaviours. There is a real risk that without pro-actively engaging the media to help them understand the science, misperceptions may be spread through trusted channels of information. This undermines strategic behaviour change communication messages that are carefully crafted by the government or health providers and NGOs.