Insight
In Paraguay over the last 20 years, four newborns die every day from preventable causes, according to the Ministry of Public Health. To reduce that number, the government needs to invest more in health and education related to newborn deaths.
Strategy
The target for this campaign was authorities related to national health, social and educational policies from Paraguay. The strategy was to invite journalists from news who cover these subjects in TV, radio and newspapers.
Execution
To call the attention of the media and government officials, Asuncion awoke with toy stores closed for mourning, with windows acclimated with toys in black and a message: A baby changes your life, a death also. Join to #ceromuertesevitables (zero preventable deaths) mobilisation.
Media coverage and social PR sent a strong message to national authorities to give answers about newborn deaths in the country.
Results
The president was pressured to take immediate steps. An additional $1.5 million was allocated to the health budget to fund paediatricians, gynaecologists and new technology, to improve standards of healthcare services all across the country.
UNICEF has monitored and advised along all the way, and it reported the most important result: after the campaign, maternal deaths decrease by 30% and the infant death decreased by 18%.