In Paraguay, 4 newborns die every day from preventable causes in the last 20 years, according to the Ministry of Public Health.

To reduce that number, we should make the government invest more in health and education related to newborn dead’s.

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) mobilization.

Live coverage in all national TV channels, 3 radio stations and all national newspapers helped ignite the spark on social media with Unicef influencers.

The president was pressured to take immediate steps. An additional 1.5 million dollars was allocated to the health budget to fund pediatricians, gynecologists and new technology, to improve standards of healthcare services all across the country.

UNICEF has monitored and advised along all the way, and they reported the most important result: after the campaign, maternal deaths decrease by 30% and the infant death decreased by 18%*

* Official statistic from Ministry of Public Health 2014

Install the issue on the political agenda by media pressure.

Increase the budget of Health and Public Education for issues related to neonatal deaths.

The president was pressured to take immediate steps. An additional 1.5 million US Dollars was allocated to the health budget to fund pediatricians, gynecologists and new technology, to improve standards of healthcare services all across the country.

UNICEF has monitored and advised along all the way, and they reported the most important result: after the campaign, maternal deaths decrease by 30% and the infant death decreased by 18%*

* Official statistic from Ministry of Public Health 2014

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) mobilization.

Live coverage in all national TV channels, 3 radio stations and all national newspapers earning free press with 75 mentions besides repercussion in 30 international digital news media between 18 and 19 July 2014.

This media content helped ignite the spark on social media with 60 influencers supporting Unicef making #ceromuertesevitables a trending topic with nearly 3 million impressions until 23 July.

In Paraguay, 4 newborns die every day from preventable causes in the last 20 years according to the Ministry of Public Health.

To reduce that number, we should make the government invest more in health and education related to newborn dead’s.

The target was authorities related to national health, social and educational policies from Paraguay.

The strategy was to invite journalists who cover these subjects in TV, radio and newspapers, and use the media content to activate social media influencers to bring the subject to discussion. In the meantime, Unicef lobbied for meetings with authorities to introduce its draft suggestions to improve the situation.