Nearly 45,000 mothers die in India every year during childbirth due to negligence and lack of quality care. MSD for Mothers (MSD’s initiative focused on improving the health of mothers before, during, and after pregnancy and childbirth) sought our help to launch ‘Manyata’ – a FOGSI (The Federation of Obstetric and Gynaecological Societies of India) certification for private maternity providers that offer high quality maternity care. The campaign, themed #DontForgetMoms, aimed to raise awareness and instigate action to ensure the well-being of mothers. The campaign resulted in a significant increase in the number of healthcare providers seeking Manyata certification.

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