Maternal Modernity In Ethiopia
The Health Development Army (HDA) in Ethiopia is a large, women-centered volunteer network organized like a military force. Its goal is to improve health, especially maternal health, and works alongside Health Extension Workers to educate communities, promote healthy behaviors, and encourage the use of healthcare services. The HDA has significantly contributed to reduced maternal mortality, improved child immunization, increased facility deliveries and antenatal care visits, and enhanced hygiene and sanitation practices.
[Client]
Health Development Army (HDA)
[Year]
2018
[Services]
Informative Infographics in Increasing Awareness.
[Catagory]
Animation
Overview
Samrach Film Production developed and produced Maternal Modernity in Ethiopia, a short animated documentary that brings to life a real story of maternal health transformation in rural Ethiopia. Centered around a personal narrative, the film uses engaging infographic animation to highlight how government-led initiatives have significantly improved maternal health outcomes across the country.
Project Objectives
The objective was to communicate the impact of Ethiopia’s Health Extension Program (HEP) and Health Development Army (HDA) on reducing maternal mortality. By combining first-person storytelling with verified research data, the project aimed to raise awareness among development stakeholders, policymakers, and the public on the importance of investing in maternal health systems.
Project Scope & Strategy
The video needed to distill complex public health interventions, statistical findings, and grassroots-level impact into a compelling, emotionally resonant visual narrative. Our strategy was to balance storytelling with data visualization, ensuring accessibility to both technical and non-technical audiences. The scope covered script adaptation, custom visuals, voiceover casting, animation, and final delivery.
Design & Animation
Samrach’s creative team designed an infographic animation style that merged personal experience with clean, accessible visual storytelling. The character-driven narration, supported by animated timelines, maps, and health system icons, ensured clarity while remaining emotionally engaging. All elements were custom-illustrated to reflect Ethiopia’s cultural context.
Post-Production
We handled sound design, pacing, and synchronization with meticulous attention. A clear female voiceover — representing the narrator — was recorded to bring authenticity and relatability. Subtle music and transitions enhanced the emotional arc, while careful editing ensured coherence between visuals and voice.
Distribution & Promotion
The final video was launched on YouTube and integrated into awareness campaigns targeting health, policy, and donor communities. It was distributed via social platforms and shown at webinars and health-related events to drive engagement and reinforce the importance of sustained investment in community-based health care.
Lessons Learned
The project demonstrated how powerful a combination of personal testimony and data storytelling can be in shaping policy conversations. We saw the value of visual empathy — using animation not just for clarity, but to foster human connection. It also reinforced the importance of culturally grounded design in public health communication, especially when engaging both local and international audiences.
