Uganda (2013): FoQus: A qualitative study about perceptions and practices related to antenatal care, facility delivery and post natal care among women in Uganda.

According to the UDHS 2011, the rate of use of essential safe motherhood services including; antenatal (ANC), facility delivery (FDS), and post natal care (PNC) is quite low. Only 48% percent of women attended the recommended 4 ANC , while 57% had a facility delivery . These practicescontribute to the high level of maternal mortality at 438/100,000 live births. In 2012/13 PACE received funds to promote these key behaviors in the private sector under the Merck Sharp & Dohme (MSD) for Ugandan Mothers (MUM) project. The study sought to build a profile of a woman related to these behaviors. It sought to identify beliefs to reinforce or change; develop an archetype of the target group; understand levels of knowledge; describe openings for communication; past experiences with behavior in order to refine the marketing strategy for MUM. A qualitative study using in-depth interviews with women who had infants was done in 3 districts of Lira, Kibaale and Iganga