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Author ORCID Identifier(s)

0009-0001-1624-9295

Abstract

Preventable maternal mortality is still remarkably high in low and middle-income nations, despite growing investments in maternal health systems. Conventional methods have mostly concentrated on expanding access to services, ignoring important social and behavioural factors that affect how people seek health care. In order to bridge the gap between the availability and actual consumption of maternal health treatments, this opinion piece makes the case for the critical role that social and behavioural change communication plays. The article uses real-world examples from Bangladesh, Nepal, India, Ethiopia, Nigeria, Ghana, and Uganda to show how SBCC can empower women, change the dynamics of household decision-making and create supportive environments for prompt maternal care when it is contextually appropriate, participatory and sustained. It demands that SBCC be viewed as a fundamental component of maternal health policies and initiatives rather than as an additional tool.

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