Bangladesh has a myriad of social challenges, including low literacy rates, child malnutrition, poor access to electricity and a significant urban-rural divide. However, it has demonstrated tremendous success in achieving MDG Goal 4 (reduce child mortality) in its various indicators like reduction of under-five mortality rate. The role of behavioral change communication has been well established in this MDG goal achievement. While the infant, under-five and maternal mortality rates are better than other countries, still nearly half of children have chronic malnutrition, therefore dying at the age of under-five.
Child survival, as well as newborn survival and health, are intrinsically linked with the health of women before conception, during pregnancy, and around the time of birth, and recognizing limitations in human resources for health, Aponjon developed as a mobile-based behavior change communication program to increase health-seeking behavior at the household level and use of health facilities to improve the newborn, child survival deaths and under-five mortality.