From Awareness to Action: Designing a Strategic and Inclusive Gender-Responsive Maternal Health Campaign for Rural Indonesia

This article outlines a strategic maternal health campaign designed for rural Indonesia, addressing persistent gender-based barriers and inequalities in healthcare access. Based on Mahoney’s strategic communication planning model and assessed using the Truthfulness, Authenticity, Respect, Equity, and Social Responsibility (TARES) ethical persuasion framework, the campaign incorporates culturally meaningful narratives and participatory advocacy to encourage safe maternal practices. It aims to address Indonesia’s high maternal mortality rates, especially in remote areas, by connecting traditional birthing customs with modern medical care and fostering collaboration between midwives and traditional birth attendants. The campaign employs social movement framing theory to galvanise community support, utilising storytelling, local media, and interpersonal communication to engage various stakeholders, including religious leaders, village health workers, and family decision-makers. Based on gender and development theory, the study emphasises how decentralisation and strong social norms limit women’s independence and access to skilled care. It employs strategic messaging and inclusive methods, such as mobile health clinics, community posters, and village discussions to address structural and cultural obstacles. Ethical issues related to informed consent and narrative influence are addressed through respectful and honest communication. The article also encourages higher service utilisation, greater trust in midwives, and increased community engagement. This campaign provides an approach that can be replicated for ethical, gender-focused maternal health advocacy in low-resource areas, aiding Indonesia in achieving Sustainable Development Goal 3.1.