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In August 2007, the government of Tanzania made a commitment to doubling the number of training places for skilled midwives, following a five-year campaign by the White Ribbon Alliance for Safe Motherhood in Tanzania (WRATZ), which culminated in the first television screening of a participatory film, ‘Play Your Part’. With contributions from a range of health professionals, communities, a pop singer, and the Minister of Health, the message was that everyone at every level has a part to play in saving mothers’ lives. WRATZ was successful because it was able to promote its message in a way that provides a model for advocacy, combining the reactive creativity of journalism and the methodological rigour of participatory video to bring about a tangible impact.

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