· Many families live in rural areas and don’t have instant access to effective healthcare facilities
· Unlike in the United States, visiting a doctor before, during and after the birth of a child is not understood as typical. In fact, it is custom to give birth at home
· Other traditions, such as having the grandmother present during birth, exist that would keep a woman from leaving the home to give birth
· Women who have children out of wedlock are often ashamed and therefore have their children at home.
Thus far, this experience has made me to realize the importance of audience research, regardless of what or where the campaign. Even the most creative ideas can fall flat if the audience is uninterested or able to get to/understand the message.