By Marlyn Ochieng and Rhonnie Omondi

Busia County, Kenya — In a groundbreaking initiative aimed at addressing critical gaps in maternal and child health (MCH) knowledge, Living Goods, in partnership with Medical Aid Films, has achieved remarkable results through the use of innovative educational animated videos.

Piloted between June and December 2024 in the Teso North Sub County, this initiative sought to empower expectant and postpartum mothers with essential health information, ultimately improving health outcomes for families.

The project targeted 90 households across urban, peri-urban, and rural areas, delivering tailored animated content on topics such as antenatal care, nutrition during pregnancy, breastfeeding, and postnatal care. Community Health Workers (CHWs), trained by Living Goods, utilized these videos during household counseling visits, ensuring that the information was culturally relevant and easily understood.

Addressing Knowledge Gaps

Video: Breastfeeding your new baby on Vimeo

At the beginning of the pilot program, Living Goods found that only 24% of mothers understood the importance of timely antenatal visits. Additionally, only 43% practiced adequate dietary diversity, and 55% adhered to iron and folic acid supplementation. However, through the intervention, these gaps were significantly reduced, leading to unprecedented levels of awareness and adherence to key practices:

1. Awareness of timely antenatal visits increased from 24% to 73%.
2. Knowledge about healthy eating during pregnancy reached 100%.
3. Adherence to iron and folic acid supplementation rose from 55% to 95%.
4. Awareness of exclusive breastfeeding practices grew to 100%.

One mother shared, “I never used to like taking the IFAS (Iron and Folic Acid Supplementation) drug, but after watching the video and seeing the benefits, I forced myself to take it because I knew it would help my baby and me.”

Video: Postnatal care and your new baby 

The videos not only educated mothers but also encouraged their partners to become more involved in maternal health. Several mothers noted increased support from their spouses, with one stating, “My husband now buys me fruits and helps with the house chores after watching the videos. It has made a significant difference.”

Although cultural beliefs and geographic barriers initially posed challenges, the consistent engagement of Community Health Workers (CHWs) and the relatable content of the videos were key in overcoming these obstacles. Regularly scheduled household visits ensured that mothers in remote areas could access vital information.

Video: Antenatal care for your growing baby  

Measurable Impact and Future Potential

By the end of the project, community health workers (CHWs) had conducted over 800 video-based counseling sessions. Clinic visits increased by 35%, and postnatal checkups rose from 38% to 82%. These results highlight the effectiveness of using technology and community-driven approaches to improve health outcomes.

Living Goods’ innovative collaboration with Medical Aid Films and the Ministry of Health in Busia has showcased a scalable model for health education. As one mother reflected, “I would ask my husband to buy me fruits, and he initially refused. But after watching the videos, he started buying them without me asking.”

Video:Eating for a healthy pregnancy 

The success of this intervention highlights the transformative power of using animations in maternal and child health education. It demonstrates the effectiveness of creative, community-focused solutions in addressing health challenges, establishing a benchmark for similar programs throughout Kenya and beyond.