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.

The president was pressured to take immediate steps. After the campaign the infant death decreased by 50%*. That means more than 730 babies were save this year and counting.

* 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

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 trending topic with nearly 3 million impression until 23 july.

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 the infant death decreased by 50%*. That means more than 730 babies were save this year and counting.

* Official statistic from Ministry of Public Health 2014

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 con activate social media influencers to put the subject in discussion. In the mean time, Unicef made lobby for meetings with authorities to introduce its draft suggestions to improve the situation.

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.