Babyfathers urged to ‘man up’ and support pregnant partners
A mass media campaign launched by RISE Life Management services to promote the reduction of maternal and child health in Jamaica, under the banner “Healthy Baby Healthy You” will also send strong messages to fathers to ‘man up’ and take responsibility by supporting their partners throughout their pregnancy.
The European Union-funded project, launched at the Knutsford Court Hotel on May 26, carries an integrated communication campaign which will support interventions under the Programme for the Reduction of Maternal and Child Mortality (PROMAC) to increase knowledge and awareness and empower young women and their partners to practise health-seeking behaviours which will ultimately improve their own quality of life and that of their children.
“We are indeed proud of this project which is paying much attention to infant care. We decided to put our money where our mouth is and partner with Jamaica to push these goals forward to assist Jamaicans in reducing child mortality and build awareness that it takes more than one person to raise a child,” said Jesus Orus Baguena, head of co-operation for the European Union (EU) delegation.
Baguena added that the campaign was designed to reach the wider community in many possible ways and would create a platform for children to flourish.
Sonita Abrahams, executive director of RISE Life, said the PROMAC media campaign was an addendum to the overall integrated community-based communication model to improve health- seeking behaviours to prevent child and maternal mortality. She said the activities included a Parenting College, youth leadership advocacy training, public community meetings and other strategies.
“In our campaign we have used all the modern technology and the many channels of mass media such as radio, television, social media, posters and adverts on buses, which would be hard to escape the attention of our target group, and hope that it will stir them to positive action and ultimately reduce the incidence of infant and maternal mortality. This is yet another project which is very dear to our hearts, which we hope will give rise to the importance of maternal health care in a very impactful way,” said Abrahams.
