Community Radio in Efforts to Curb Maternal Mortality: Perspectives from Radio Staff and Women in Rural Areas of Tanzania

Maternal mortality is a critical public health challenge that significantly impacts the lives of millions of women globally, with sub-Saharan Africa accounting for 70% of global maternal deaths. Like many other sub-Saharan African countries, Tanzania continues to experience high maternal mortality rates, particularly among women of reproductive age in rural areas. Guided by the Community for Development Theory and the Health Belief Model, this study examines the potential of community radio as a community-based medium that can contribute to efforts aimed at reducing maternal mortality among rural women in Tanzania. A qualitative approach was employed, collecting data through in-depth interviews from a sample of 48 women involved in the focus group discussion from three Tanzanian districts (Bunda, Maswa and Uvinza), as well as from 22 community radio staff, including managers, editors and producers from Uvinza FM, Mazinga FM and Sibuka FM. The findings indicate that although community radio stations have undertaken several initiatives to combat maternal mortality, such as formulating radio policies to address community issues, conducting awareness campaigns on maternal health and incorporating maternal health topics into their programming, women’s access to radio programmes and engagement in these efforts remain low. Their limited access and participation are attributed to factors such as media illiteracy, financial challenges, household responsibilities and entrenched patriarchal norms in rural areas. This article suggests enhancing rural women’s access to and participation in community radio dialogues on maternal health issues as essential to improving maternal health outcomes.