The programme delivers care in line with the World Health Organization (WHO, 2016) recommendations for pregnant women to increase the number of contact with healthcare providers throughout their pregnancy, from four to at least eight. Mamacare360 is bridging an identified gap in achieving best outcomes, by making the mother a premium partner in her own outcome, through education and awareness in birth preparedness. The Mamacare360 birth preparedness programme of antenatal and postnatal education and financial inclusion, using the very same tools such as Emergency Obstetrics and Newborn Care (EmONC), client-held Personal Health Records (PHRs) and Respectful Maternity Care (RMC) empowers the mother by engendering health information and education, during that key eleven-month (antenatal and postnatal) nest and nurture period.

Through this innovative flagship programme launched in 86 WBFA’s MamaCare360 Antenatal and Postnatal Education Programme delivered through our well-trained 55-midwives-strong team, provides mothers and families with critical information on their pregnancy, nutrition, birth preparedness finance and care of the baby. The uniqueness of this programme lies in its delivery through WBFA-trained midwives at health care facilities across several states in the country.

In hard-to-reach facilities, WBFA has ensured that the Midwives come from the communities in which they serve, in order to build trust and bring help to the doorsteps of our primary stakeholders. Our work shows that providing women and their families with information at the grassroots is a critical significant change for improved health outcomes for communities and the nation at large.

Through development and distribution of the now ubiquitous clean delivery Mamakit, which has been adopted, replicated, and amplified so widely across the country, we ensure that every pregnant woman has sanitary and sterile delivery materials with her, to encourage hospital deliveries.

In 2013 the Wellbeing Foundation Africa commissioned a research study in Kwara State that identified ignorance and lack of education; Poor access to transportation to Primary Health care facility; Strong cultural and traditional belief systems including financially incentivised traditional birth attendants (TBAs); strong influence by parents and husband; Avoidance of suturing, episiotomy, and repeated vaginal examination; A belief that anaesthetics hinder wounds from healing fast and naturally; Perception that they are in better control of the delivery process, and what happens to  them when they are at home, unlike being restricted to the ethics that guide Doctors in  the hospitals; Some feel more comfortable at home where they can be around their family; Celebrations at the birth of the child are more easily done at home; in addition to the cost associated with delivery; as some of the reasons why pregnant women do not utilise medical facilities during and after pregnancies.

With an estimated 560 maternal deaths per 100,000 live births, Nigeria currently is the largest contributor to maternal deaths in sub-Saharan Africa and the second largest contributor, globally.

Maternal mortality occurs from risks attributable to pregnancy and childbirth and obstetric haemorrhage, eclampsia, sepsis, obstructed labour, and complications of unsafe abortions are some of the most common causes of maternal deaths in Nigeria. 

Low levels of facility-based delivery, skilled attendance at birth and use of modern contraceptive methods contribute to the newborn mortality ratio which is also very high, 37 newborn deaths for every 1000 live births, and 42 of every 1000 pregnancies resulting in stillbirths. Deaths of newborns represent one third deaths of children under the age of five in Nigeria (WHO, 2013). Over $1.5bn is lost in productivity due to maternal mortality every year in Nigeria. 

Globally, the Sustainable Development Goals (SDGs) have set an ambitious target of reducing global maternal mortality ratio to less than 70,000 per 100,000 live births by 2030. In Nigeria, the adoption of the Safe Motherhood Initiative, the integrated maternal, newborn and child health (IMNCH) strategy, and the establishment of Midwife Service Scheme (MSS) are just some of the few strategies put in place to curb the high rate of deaths at birth.