Assessment of Knowledge, Behavior, and Practices of Maternal and Child Health of Rural Pregnant Women

Abstract

Globally, every day about 2,92,000 women die from pregnancy and childbirth-related issues, which are mostly preventable. India accounts for approx. 20% of this maternal death, which is around 44,000 death per day. More than thirty percent of the Indian population lives in rural areas with a poor economy and low literacy rate. The data from UNICEF India Maternal Health also indicates that women from this region with a poor economy and education background account for two and a half times higher mortality rate compared to the region with a better economy and literacy rate. Despite many government initiatives, the maternal and child health of rural India shows mixed results. Information communication through graphic design and illustrations, often supported through television, cell phone, community awareness campaign, print media, etc., shows potential in health awareness. However, research on the effectiveness of these community awareness methods across the rural region with low literacy and limited resource has not been sufficiently explored. This research is the initial phase of a design project. It will outline the outcome of eight-month of field-based studies in the rural region of Kanpur (in the state of Uttar Pradesh, one of the states performing worse with a high burden of maternal and child deaths). Data was collected from qualitative analysis of user (pregnant women) and its context. A total of 106 pregnant women were included for the study, where user need, information gap, different communication mode, behavior, sociocultural issues, are observed, studied, analyzed, and interpreted.