Through rigorous research and analysis, Breakthrough ACTION identifies key motivators, communication channels, and influencers within each segment, enabling us to design tailored messages and strategies. This approach yields interventions that are culturally sensitive, linguistically appropriate, and contextually relevant, fostering meaningful engagement and behavior change. By recognizing the diversity within the populations with which we work and addressing their unique needs, Breakthrough ACTION optimizes the effectiveness and sustainability of its social and behavior change solutions, ultimately maximizing impact by driving positive outcomes at scale.
Breakthrough ACTION conducted segmentation research that provides insights into key factors influencing antenatal care (ANC) attendance and uptake of intermittent malaria treatment during pregnancy (IPTp) among pregnant women and women with a live birth in the last two years. The resulting toolkit enables malaria practitioners and implementing partners to plan and integrate segmentation-based profiles into their existing work.
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