Comprehensive Evaluation: Conducted a mixed-methods evaluation to assess the NourishMaa campaign’s impact on maternal nutrition practices among healthcare providers and frontline health workers in Pakistan. 

Study Areas: Evaluated districts in Sindh (Karachi East, Karachi Korangi, Larkana, Qambar Shahdadkot), Punjab (Rawalpindi, Ahmedpur East), and KPK (Mardan, Battagram). 

Target Groups: Focused on public and private MNCH providers, FLWs (LHWs, LHVs, CMWs), KOLs (parliamentarians, health officials), and secondary influencers (celebrities, religious leaders, journalists). 

Methodology: Utilized a “before and after” design with quantitative surveys and qualitative FGDs/IDIs to measure changes in knowledge, attitudes, practices, training effectiveness, health outcomes, and policy influence. 

Data Collection: 

Quantitative Surveys: Conducted with 783 HCPs and 662 FLWs. 

Qualitative Data: Gathered through FGDs and IDIs with key stakeholders. 

Training and BCC: Delivered training sessions for HCPs and FLWs, developed and disseminated BCC materials to promote maternal nutrition behavior change. 

Community Engagement: Engaged local influencers, religious leaders, and community groups to support and sustain nutrition practices. 

Monitoring and Evaluation: Implemented a robust M&E framework to assess the campaign’s impact and provide actionable recommendations. 

Advocacy and Policy Influence: Worked to influence maternal nutrition policies and practices, engaging key stakeholders and decision-makers. 

Momentum successfully completed the evaluation, providing comprehensive insights into the campaign’s impact on maternal nutrition practices and offering actionable recommendations for future initiatives. The evaluation highlighted the importance of continuous training, effective communication strategies, and stakeholder engagement in improving maternal nutrition outcomes.