Reframing Health Recommendations for Mothers

The WHO reframed antenatal care and childbirth recommendations in a positive way (rather than clinically and with technical language) to increase acceptance and uptake of recommended maternal care and childbirth interventions. It is based on women’s perceptions, attitudes, and values, and designed to address challenges such as anxiety and fears, a lack of clarity on information provided by health professionals, social norms around childbirth, and the perceptions of over-medicalisation.

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