Saving Newborn Lives – Tools for newborn health. Qualitative research to improve newborn care practices

Newborn mortality is one of the world’s most neglected health problems. It is estimated that globally, four million newborns die before they reach one month of age and another four million are stillborn each year. Deaths during the neonatal period (the first 28 days of life) account for almost two-thirds of all deaths in the first year of life and 40 percent of deaths before the age of five. Most of these deaths could be prevented through proven, cost-effective interventions, such as tetanus toxoid immunization or exclusive breastfeeding. The Saving Newborn Lives (SNL) initiative is designed to reduce neonatal mortality and morbidity by strengthening and expanding these and other interventions in Africa, Asia, and Latin America. Behavior Change Communications (BCC) is a process that provides timely, relevant, and useful information to local communities that can be used to encourage families to improve newborn care practices. Successful behavior change requires a thorough understanding of the target audience. Qualitative research provides essential information about what could motivate this audience to improve its newborn care practices.This guide is intended to discuss behavior change within the context of Essential Newborn Care (ENC) and to provide guidelines on how to plan, manage, and use qualitative research and design a BCC strategy.