Paid Advertising Campaigns for Postpartum Care Services

Paid advertising campaigns for postpartum care services can be designed to effectively raise awareness, educate, and encourage utilization of postpartum healthcare among new mothers. Key strategies include:

• Targeted Messaging: Focus on educating postpartum women about the importance of timely postpartum care, addressing common postpartum health issues, and promoting early detection of complications. Messaging should emphasize the critical first 24 to 48 hours after delivery and the benefits of home visits or health facility visits during this period, as recommended by WHO.

• Utilizing Trusted Community Health Workers: Since Barangay Health Workers (BHWs) play a crucial role in postpartum care through home visits and health assessments, campaigns can highlight their support and encourage women to engage with these workers for postpartum health services.

• Multi-Channel Approach: Use digital platforms (social media, search ads), local radio, and community posters to reach postpartum women and their families. Educational materials such as pictorials and simple booklets can be promoted to accommodate varying literacy levels.

• Addressing Barriers: Campaigns should acknowledge and offer solutions to common barriers such as lack of information, reluctance to receive care, and financial or environmental challenges that hinder healthcare utilization, especially for women delivering at home.

• Call to Action: Encourage early postpartum check-ups within 2 days after delivery and promote the use of maternal and child health books or digital tools for tracking postpartum health.

By combining educational content with community engagement and accessible service promotion, paid advertising campaigns can improve postpartum care uptake and potentially reduce maternal mortality related to postpartum complications.