RI trying to cut maternal mortality rate
RI trying to cut maternal mortality rate
By Rita A. Widiadana
JAKARTA (JP): Wearing a tight red dress, a singer appears from
the back of a glittering stage with a message for husbands to
treat their pregnant wives more affectionately.
In a tender voice, the singer expresses her love for her
husband with a dangdut song: You are the man I adore. You care
for me and our newborn baby. Babe ... I love you more and more.
This is a scene from the Suami Siaga (Caring Husband)
television advertisement featuring popular dangdut singer Iis
Dahlia. The ad is part of the safe motherhood campaign.
Iis said she was eager to take part in the campaign because
she had gone through difficult periods during her pregnancies.
"Husbands' roles in supporting their wives are important,"
said Iis, whose first two pregnancies ended in miscarriages.
The advertisement is being broadcast on one state-owned and
five private television and radio stations for six months. The ad
began running in February and will continue to air through July
this year.
In addition to TV and radio spots, the campaign also includes
other programs, including the television drama Kembang Untuk Nur
(Flower for Nur).
The national campaign is jointly supported by the office of
the State Minister of Women's Affairs, the United Nations
Population Fund (UNFPA) and John Hopkins University's Center for
Communications Programs, in collaboration with advertising firm
Indo-Ad.
Abdullah Cholil, an assistant to the State Minister of
Women's Affairs, said the six-month campaign was intended to
reduce the maternal mortality rate in Indonesia, which reaches
450 to 650 deaths per 100,000 childbirths. This rate is the
highest among the member countries of the Association of
Southeast Asia Nations (ASEAN). The Suami Siaga campaign is hoped
to help lower the maternal mortality rate to around 225 deaths
per 100,000 childbirths by 2000.
"We hope it can effectively raise people's awareness about the
health and welfare of mothers and babies," Cholil stated.
Television ads and entertainment programs have been proven
effective in disseminating messages to target audiences, he said.
"We use a dangdut song because many people love that kind of
music. A good song can stir people's emotions," he explained.
The campaign is targeting husbands and rural communities to
encourage them to pay more attention to their wives and the women
in the community, especially when they are expecting babies.
"In many regions in Asia, including Indonesia, people tend to
view pregnancy as an ordinary occurrence," he said.
However, pregnant women face serious health risks, including
anemia, undernourishment, bleeding, high blood pressure,
miscarriages and even death during childbirth.
Data from the Ministry of Health reveals around 51 percent of
pregnant women suffer from acute anemia. The data also shows
22,000 women die each year during childbirth.
In traditional and rural societies, women are regarded as
second-class citizens and often receive substandard health care.
Safrie Gurrici, project officer of the Suami Siaga campaign,
said pregnancy was usually viewed as a woman's private business.
Husbands, especially those living in villages, rarely get
involved in helping their pregnant wives obtain the necessary
care, including adequate and nutritious food and proper prenatal
health examinations.
"Village women, low-income female workers and uneducated women
are very vulnerable to any form of abuse or health hazard during
their pregnancies," a doctor said.
Many of these mothers-to-be continue to work long hours, while
at the same time their access to health services is limited.
Cholil added the campaign was part of a larger safe motherhood
program, Gerakan Sayang Ibu (Love For Mother Movement), launched
jointly by the Indonesian government and several local and
international agencies.
The Ministry of Health, the World Health Organization (WHO)
and the United Nations Children Fund (Unicef) are currently
carrying out safe motherhood programs in several provinces in
Indonesia. The programs provide health care, transportation and
food supplements to expectant mothers.
"The Suami Siaga campaign takes a social and cultural approach
to changing community behavior. Therefore, communication is used
to achieve our goals," Cholil said.
The campaign is focusing on three major causes of maternal
deaths in Indonesia. These include the inability to identify and
anticipate maternal health risks, thus preventing pregnant women
from receiving proper medical care.
Another problem the campaign is addressing is a lack of
transportation and health care facilities, especially in remote
villages. A lack of facilities has been blamed in a number of
maternal deaths. The campaign is attempting to persuade husbands
and communities to provide needed facilities.
Fitri Putjuk, a representative of John Hopkins University's
Center for Communications Programs in Jakarta, said in rural
communities people argue pregnancy and maternal health should be
left to individual conscience, religious guidance and personal
choice.
Nevertheless, reproduction issues are becoming increasingly
prominent on the public health agenda. In the case of the health
of mothers and babies, private behavior has public consequences.
"Husbands who do not care about the health and welfare of
their pregnant wives will likely contribute to the increasing
number of maternal deaths," she said.
Safrie added the campaign would be tailored to fit the culture
and tradition of each targeted province.
"We are now approaching husbands, village chiefs, religious
leaders and families because they play significant roles in
shaping women's lives," Safrie stated.
The campaign also include other activities, including
discussions and workshops for health providers and community
members. Brochures, leaflets and posters also are being
distributed in community health centers and public places.
UNFPA will also provide minigrants for villages involved in
the Suami Siaga campaign.
Changing people's attitude about maternal health is a slow
process and this campaign is only a starting point.