Every 10 minutes a woman dies in India from complications of
pregnancy or childbirth.
Save a Mother has reduced maternal mortality by 90 percent
in the villages it has served.
Not For Profit Organisation
Save a Mother is a Not for profit organisation, working in more than 1800 villages across India since 2008.
Our mission is to develop sustainable healthcare solutions for the
poor, with maternal mortality reduction as a first step.
Population Foundation of India
Deshpande Foundation, Hubli
Kakatiya Sandbox, Nizamabad
EK SOCH Sandbox, Shahganj
FAQ about SAM Effective Social Persuasion Platform (SAM-ESP)
What problem does the SAM-ESP innovation address?
Communities with poor resources suffer from a high burden of diseases, which are either preventable or curable. We address multiple such problems: Maternal Health, Child Health, Population Stabilization, Adolescent Health, TB control, Malnutrition. We develop frugal solutions for the healthcare of the poor.
What is the SAM solution to address this problem?
We focus on the demand side of healthcare by improving health-seeking behaviour, which is the least expensive method of reducing the disease burden of a community.
We have developed an Effective Social Persuasion model for social behaviour change, which creates intelligent demand from the community. We have successfully tested and replicated the solution in 10 different locations (districts in India) in the last 11 years
What does it do and how is it delivered?
We have developed an Effective Social Persuasion Platform (SAM-ESP). This low-cost platform persuades a community to modify its health-seeking behaviour. The program is simple, sustainable and scalable with speed. SAM-ESP is based on two assumptions:
• Health is an individual and community responsibility; ownership of this responsibility promotes health and empowers a community to demand healthcare rights. Denial of responsibility transfers the burden of the solution to an external agency to provide a supply-side solution, which is expensive.
• A sustained campaign can persuade a community to modify health-seeking behaviour. Peer to peer nudge is more effective than the provider-client persuasion method.
SAM-ESP uses the following steps for behaviour modification.
• We develop simple messages to change behaviour
• We train community volunteers as health care leaders and knowledge partners
• We deliver these messages as stories, illustrations, graphics, videos and entertainment education at group meetings and at individual counselling
• The community creates own culture-specific messages as songs and slogans
• Repetitive messaging, peer to peer messaging and community involvement are three key elements for behaviour change
• We reinforce positive behaviour by illustrating sickness events which could be avoided through behaviour change.
• The community leaders take over to own the program after 3 to 5 years.
• We solved the unmet need for contraception by improving the supply chain. We appointed 292 sales depots, run by village women, where contraceptives are readily available below the market price. The women prefer these shops as it protects their privacy.
How is SAM innovation different?
- Awareness is often assumed to be equal to behaviour change. In practice, it is not so. Prevalent awareness-building programs merely touch the surface without translating into measurable behaviour change. Our program is a multi-step process, where awareness is one of many steps for a sustainable behaviour change.
- Our field workers are from the community where they live and work. They are available 24/7. We take health to the village centre and to the doorstep of recipients.
- We promote ownership of both health and healthcare. We believe, health is an individual and community responsibility and healthcare is a right.
- Our program has no predetermined endpoint. Our repetitive training continues until we meet our targets.
- We develop a cadre of volunteer village health activists who take over the program after we succeed. We also develop a cadre of social entrepreneurs, who sell contraceptives, sanitary pads, and nutritional products.
- Ours is a sustainable peoples program, which makes the health system more responsive.