In Kilifi County, the Okoa Mama na Mtoto Initiative (OMMI) continues to gain ground through community-centered advocacy, local media engagement, and strategic policy dialogues. Led by the International Centre for Reproductive Health Kenya (ICRHK), the OMMI project is designed to improve maternal, newborn, and child health outcomes through integrated, locally owned, and sustainable solutions.
As part of its implementation strategy, ICRHK is working closely with Shina Foundation to drive awareness and policy alignment. In the past quarter, this collaboration yielded promising results particularly in the areas of community engagement through local media, music, and policy advocacy.
To amplify OMMI’s strategic goals and interventions, including maternal and child nutrition, Shina Foundation under the guidance of ICRHK facilitated a series of local FM radio talk shows across Kilifi and the wider coastal region. The broadcasts, which aired on Coco FM, MO Radio, and Chenda FM, helped distill technical health information into relatable conversations, making the initiative’s messages accessible to diverse audiences in both urban and rural areas.
These radio engagements served as a platform to deepen public understanding of OMMI’s core objectives such as increasing health-seeking behavior, strengthening maternal and child nutrition, and promoting the uptake of life-saving services. The conversations also reinforced the project’s call for shared responsibility in improving maternal and child health, reaching thousands of listeners with culturally sensitive and evidence-based information.
In a creative twist to its advocacy efforts, the initiative leveraged the unifying power of local music to further connect with communities. Recognizing the influence of traditional genres in Kilifi County, Shina Foundation commissioned popular local artists to produce songs in Bango, Mwanzele, and Chirigogo styles. These genres, which resonate deeply with different sub-counties, were used to communicate OMMI’s priority interventions in a familiar and compelling way.
The songs were broadcast during radio shows and community forums, reinforcing key messages about antenatal care, skilled birth attendance, newborn health, and nutrition. This music-led engagement strategy exemplifies OMMI’s commitment to meeting communities where they are culturally, linguistically, and emotionally.
At the policy level, ICRHK and its implementing partners continue to support Kilifi County’s efforts to mainstream Reproductive, Maternal, Newborn, Child, and Adolescent Health and Nutrition (RMNCAH-N) into development planning. Through ongoing advocacy and technical support, the initiative has contributed to the review and integration of key health policies including the County Nutrition Action Plan 2025, Menstrual Health and Hygiene Policy 2024, Obstetric SOPs, and the RMNCAH Bill 2024 into the County Integrated Development Plan (CIDP 2018–2027).
Shina Foundation, playing a vital role in community mobilization under OMMI, has facilitated dialogue between the county government and grassroots groups, ensuring public participation in the policy review process. These efforts have helped elevate community voices and foster greater accountability in reproductive and maternal health programming.
The growing visibility of OMMI in Kilifi County bolstered by local and national media coverage, community radio interviews, and feature articles in The Star and The Standard newspapers signals strong momentum for the project. Importantly, it reflects the power of coordinated action: where a shared vision, strategic partnerships, and context-specific advocacy converge to create real change.
As the prime implementer of OMMI, ICRHK remains steadfast in its mission to support Kilifi County’s maternal and child health agenda through evidence-based, people-centered approaches. The contributions of partners like Shina Foundation are helping bring this vision to life ensuring that no mother or child is left behind.
Media links
https://www.thestar.co.ke/news/2025-05-08-ex-makueni-first-lady-leads-okoa-mama-na-mtoto-drive
