The Ethiopia Experience: Evidence of positive effects of a demand creation strategy on household and community social norms related to maternal and newborn health

In Ethiopia, appropriate illness recognition & care-seeking for newborn and childhood illness have been low, despite increasing service availability, contributing to continued high mortality rates. The Government of Ethiopia has scaled up the Community-Based Newborn Care (CBNC) program to bring critical prevention and care interventions closer to communities in need. Recognizing that creation of demand for services is a function of the health system, a strategy was developed. To enhance demand for maternal, newborn & child health/ community-based newborn care (MNCH – CBNC).