FIGHT PNEUMONIA THE GLOBAL COALITION AGAINST CHILD PNEUMONIA SAVE A CHILD 2011 doc

FIGHT PNEUMONIA.
THE GLOBAL COALITION AGAINST CHILD PNEUMONIA
SAVE A CHILD.
2011
PNEUMONIA
IS THE WORLD’S LEADING KILLER OF
CHILDREN
UNDER AGE FIVE.
World Pneumonia Day: A Platform for Action . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Coordinating Strategies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
Results at a Glance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Supporting Targeted, Local Advocacy Efforts through Small Grants . . . . . . . . . . . 10
Small Grants Recipients . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
Engaging Governments to Achieve Change . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
Reaching and Educating Communities in Need. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
Issuing Research and Generating Media Coverage . . . . . . . . . . . . . . . . . . . . . . . . . . 20
Using Digital Media to Inspire Action . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
Engaging New “Faces of Pneumonia”. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
The Continued Fight Against Pneumonia . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
The Global Coalition Against Child Pneumonia. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28
Child at Healthy Center, Phalombe, Malawi.
fight pneumonia. save a ch i l d . 5
WORLD PNEUMONIA DAY:
A PLATFORM FOR ACTION
Pneumonia takes the life of one child every 20 seconds — more than AIDS, malaria and measles
combined — and is responsible for nearly 20 percent of deaths in young children. It is often re-
ferred to as the “forgotten killer” because historically it has received little of the attention it de-
serves. In the last decade, global health leaders have worked to change that, and in doing so
created a global movement to save children’s lives through the annual recognition of World
Pneumonia Day.
In 2009, WHO and UNICEF released the Global Action Plan for the Prevention and Control of

Pneumonia (GAPP) showing that pneumonia deaths could be reduced by two-thirds if existing
interventions to protect against, prevent and treat pneumonia could be scaled up to reach 90
percent of the world’s children. These interventions include:
■
Ensuring effective case management and treatment at the community level;
■
Breastfeeding exclusively for the first six months of life and providing zinc supplementation;
■
Reducing indoor air pollution;
■
Including full vaccinations in national immunization programs;
■
Preventing mother-to-child transmission of HIV; and
■
Promoting regular hand washing.
Ultimately, the vision outlined in the GAPP is one in which every child is protected against pneu-
monia through a healthy environment and access to measures that combat pneumonia.
As part of this vision, the GAPP emphasized the need for global health partners to better coor-
dinate in order to achieve a number of goals, including increasing awareness of pneumonia as
the leading cause of death among children under age five in developing countries and identifying
local champions to support key child pneumonia messages.
Concurrent with the release of the GAPP and in support of its vision, a diverse group of advocacy,
academic and service organizations joined forces in 2009 to form the Global Coalition Against
Child Pneumonia. Working together, the Coalition launched the first-ever World Pneumonia Day
on November 2, 2009 — now observed annually on November 12 — to raise awareness about the
disease, promote interventions to protect against, prevent and treat pneumonia as called for in
the GAPP, and generate action to combat the world’s leading killer of young children.
6 global coalition against child pneumonia
The Coalition remains united in efforts to support the achievement of the United Nations’ Millen-
nium Development Goal (MDG) 4 of reducing maternal, newborn and child mortality by two-thirds

by 2015. In 2010, Coalition member organizations urged their governments to support a World
Health Assembly resolution stating that intensified efforts to address the prevention and treatment
of pneumonia are vital to reducing child mortality and achieving MDG 4, and requiring countries
to report back annually on progress controlling childhood pneumonia. The resolution passed and
was adopted by all World Health Organization Member States. Building on that important inter-
national achievement, in 2011, Coalition members worked to ensure that governments prioritize
funding and urgent action for interventions to protect against, prevent and treat pneumonia by
reaching out directly to decision-makers and increasing public awareness. Reducing the burden
of the world’s leading child killer will be a major factor in countries’ efforts to achieve the MDGs,
and advocates, governments and the public all have a role to play.
“Because of
distance and
lack of access to
health services,
I lost three of
my children
from pneumonia.
Now that I know
the danger of
pneumonia, I
will always bring
my child to the
clinic when I see
these signs.”
—Martha Guzee,
a 30-year-old
mother, Liberia
Mother holding child with pneumonia in Lucknow, India.
fight pneumonia. save a ch i l d . 7
COORDINATING STRATEGIES

In 2011, the third year of World Pneumonia Day, advocates worldwide rallied together to achieve
the following objectives:
■
Amplify the need for a three-pronged approach to protect against, prevent and treat pneu-
monia, as outlined in the GAPP, in order to effectively control the disease and save lives;
■
Use World Pneumonia Day as a platform for advocates to engage governments and urge
the prioritization and full funding of child survival programs, with a particular emphasis on
countries with the highest pneumonia disease burden;
■
Generate and support international grassroots events designed to reach, educate and as-
sist communities in need, with a particular emphasis on the developing world;
■
Generate media coverage around Coalition members’ studies that shed light on progress,
challenges and opportunities in the fight for pneumonia control;
■
Prioritize blogs and social media activity to amplify and deepen the conversation about
pneumonia and to inspire action; and
■
Engage new voices and faces of pneumonia — from everyday people to well-known
celebrities — as campaign messengers.
Maganizo Manuelo, a community leader in Salima, Malawi, weighing baby.
8 global coalition against child pneumonia
RESULTS AT A GLANCE
On World Pneumonia Day, individuals and organizations around the globe
collaborated to raise awareness about childhood pneumonia and its toll, ad-
vocate for action at all levels of government and celebrate progress made
in the global fight against the illness.
Advocacy Around the World in 2011
The world map highlights (in blue)

countries that held pneumonia
advocacy events in the year 2011.
fight pneumonia. save a ch i l d . 9
Snapshot of
World Pneumonia Day 2011
Inspiring advocates to drive change worldwide
■
62 events held in 29 countries across
six continents
■
24 local organizations in
14 countries awarded small grants
■
More than a dozen new organizational
members of the Global Coalition Against
Child Pneumonia recruited
■
Governments of at least 11 countries
directly targeted by World Pneumonia
Day outreach efforts
Spreading the word far and wide
■
494 total media placements — including
240 unique news stories — generated in
52 countries
■
More than 120 blog posts mentioning
World Pneumonia Day in the week before
November 12 — many as a result of
relationships established with more

than 75 influential bloggers covering
global health, parenting and general
interest topics
■
More than 6,000 new Facebook fans
and Twitter followers recruited —
achieving more than a 10-fold increase
in traffic through World Pneumonia Day
social media channels
■
2,575 mentions of World Pneumonia Day
and 2,082 mentions of the #WPD2011
hashtag on Twitter during the week of
World Pneumonia Day
Protecting against, preventing and
treating pneumonia
■
Thousands of children provided with free
medical care through events in at least six
countries — including Malawi, where
the first pneumococcal vaccine was
administered thanks to GAVI support
■
At least four research reports about the
status of pneumonia interventions
released by Coalition members in
coordination with World Pneumonia Day
10 global coalition against child pneumonia
SUPPORTING TARGETED, LOCAL ADVOCACY
EFFORTS THROUGH SMALL GRANTS

The International Vaccine Access Center (IVAC) at Johns Hopkins University partnered with the
GAVI Alliance, the Global Alliance for Clean Cookstoves and the Best Shot Foundation to award
small grants to organizations in 14 low- to middle-income countries to carry out activities advo-
cating for adequate protection, prevention and treatment of childhood pneumonia while com-
memorating World Pneumonia Day. In the third year of the program, IVAC received an
unprecedented 113 grant applications — more than double the number of applications received
in 2010 — and through a rigorous review process, narrowed the field to 24 successful applications.
Highlights from many of the activities undertaken by World Pneumonia Day 2011 Small Grants
winners can be found in the following sections of this report. The grantees organized a wide va-
riety of creative, targeted events and engaged diverse audiences in their own countries to take
action against pneumonia.
United Church of Zambia Mumbwa Boys & Girls Brigade display a banner at Nakanjoli Basic School during
the commemoration of World Pneumonia Day in Mumbwa district, Zambia.
fight pneumonia. save a ch i l d . 11
Small Grants Recipients
Bangladesh
■
Syed Borhan Kabir, Poriprekkhit
■
Erica Khetran, Save the Children Bangladesh
E
gypt
■
Salma Hassan, Global Youth Coalition on HIV/AIDS Egypt
Ghana
■
Chief Austin Obiefuna, Afro Global Alliance Ghana
Haiti
■
Jessy Adrien, Haitian Health Foundation and Haitian

Pediatric Society
India
■
Bobby Ramakant, Abhinav Bharat Foundation
■
Mohuya Chaudhuri, New Delhi Television (NDHT)
■
Renu Pal, Swaasthya
Kenya
■
Ambrose Agweyu, KEMRI/Wellcome Trust Research
Programme
■
Fardhosa Ali Mohamed, Safe Womanhood Organization
Liberia
■
Dr. Olusola Oladeji, Save the Children Liberia/UK
Malawi
■
Debra Howe, Save the Children Malawi
■
Norman Lufesi and Maziko Matemba, Ministry of Health
Malawi
Moldova
■
Dr. Natalia Cebotarenco, Coalition for Rational and Safe
Use of Medicine (CoRSUM)
Nigeria
■
Danjuma Abdullahi, Nigeria Supreme Council for Islamic

Affairs (NSCIA)
■
Rosemary Archibong, So-Healthi (Society for Health
Enlightenment Initiative)
■
Ademola Adelekan, University of Ibadan — Health
Promotion and Education Department
■
Ekanem Ekure, Paediatric Association of Nigeria
■
Dr. Odiraa Nwankwor, Mexzen Care for Life Foundation
(MCLF)
■
Chika Offor, Vaccine Network for Disease Control
Pakistan
■
Dr. Rano Mal, Aga Khan Health Service
Philippines
■
Dr. Lulu Bravo, Philippine Foundation for Vaccination
Rwanda
■
Ndererimana Eliane, International Rescue Committee
Rwanda
Zambia
■
Joachim Mumba, World Vision Zambia
"Fashion for Pneumonia" participant,
Master Kayima Offor, in Abuja, Nigeria.
The Mariveles Anti-Pneumonia Squad

dancers won 2nd Place overall in the
"Fight Against Pneumonia" Dance
Competition in Manila, Philippines.
12 global coalition against child pneumonia
ENGAGING GOVERNMENTS TO
ACHIEVE CHANGE
A major focus of the World Pneumonia Day effort was engaging political leadership to advance
efforts to protect against, prevent and treat child pneumonia, particularly in countries with high
disease burden. Event highlights include the following:
Pneumococcal Vaccine Introduction Brings New Hope to Malawian Families
On World Pneumonia Day, Malawi became the 16th GAVI-eligible country to introduce pneumo-
coccal conjugate vaccine (PCV) into its routine immunization program, promising to protect mil-
lions of children from pneumococcal pneumonia. This was an instrumental step for the country,
where 14 percent of under-five child deaths were due to pneumonia in 2008. The first vaccine
was given to a two-month old baby boy at a launch ceremony in Lilongwe, officiated by the Min-
ister of Health, Dr. Jean Kalilani.
As part of the effort, journalists from the UK’s Press Association and The Times, Australia’s Chan-
nel Ten television and Germany’s Der Tagesspiegel went on a four-day tour, visiting hospitals,
medical centers and remote village clinics to deepen the reporters’ understanding about the
need and opportunity for disease prevention in the developing world.
Minister of Health, Dr. Jean Kalilani (left), is the guest of honor among the crowd of onlookers as two month-old
baby Bright Masambo Chisale (in the arms of his mother Janet, center) is about to become the first baby vaccinated
at the launch of pneumococcal vaccines in Malawi on World Pneumonia Day.
fight pneumonia. save a ch i l d . 13
Bangladesh Serves as an Archetype for
International Investment
Between 1990 and 2010, Bangladesh saw a 66
percent reduction in its under-five child mor-
tality rate, thanks to renewed focus on key
child health interventions. Over the next few

years, this trend will continue with the planned
rollout of new vaccines, including pneumococ-
cal conjugate vaccine (PCV) in 2013. Pneumo-
nia accounted for 16 percent of all deaths in
children under age five in Bangladesh in 2008.
In Bangladesh, key Members of the British Par-
liament (MPs) and the UK All Party Parliamen-
tary Group for Global Action Against
Childhood Pneumonia joined the GAVI Civil So-
ciety Organization (CSO) Constituency and the
Bangladesh Rehabilitation Assistance Commit-
tee (BRAC) for field visits to observe immu-
nization in village health centers outside of
Dhaka. The visits provided the international vis-
itors with context to help guide Parliamentary
decision-making on global health issues and a
sense of how international investments in im-
munization and childhood disease prevention
can have an enormous impact in the develop-
ing world. Specifically, the trip allowed the del-
egation to see health interventions at work and
experience the direct impact of the UK’s sup-
port of the GAVI Alliance. In meeting with the
Bangladesh Government, Ministry of Health
and NGOs, the UK MPs witnessed the nation’s
commitment to improving and expanding
Bangladesh’s immunization program and to
strengthening the health of the population as
a whole.
In addition, the Child Health Research Foun-

dation (CHRF) observed its third World Pneu-
monia Day by organizing a rally along with
awareness campaigns at Dhaka Shishu Hos-
pital and Mirzapur Kumudini Women’s Med-
ical College & Hospital. The rally drew 400
participants and culminated with a speech in
front of the National Parliament House where
speakers expressed appreciation for an in-
creased focus on pneumonia in Bangladesh.
A larger-than-life World Pneumonia Day lung traveled
around Dhaka City to raise awareness about child
pneumonia.
A rally through the streets of Dhaka, Bangladesh
demonstrates the energy behind the fight against
pneumonia.
14 global coalition against child pneumonia
Advocacy in India Inspires
Government Action
Advocacy efforts around pneumonia are vital in
India, which has more child pneumonia deaths
each year than any other country in the world.
I
n 2008, approximately 370,000 Indian children
under the age of five died of pneumonia.
For the past five years, the small grant awardee
Swaasthya has been implementing a maternal
and newborn health initiative in the slums of
Malegaon, a small city in the state of Maharash-
tra, India. Swaasthya noticed delays in commu-
nity members reporting to a health care provider

when babies came down with pneumonia. To
combat this problem, the group organized a rally
featuring storytelling about children’s struggles
with pneumonia. In attendance were 450 people,
including parents, teachers, children, medical of-
ficers and community leaders. In response to
Swaasthya’s advocacy efforts, a government of-
ficial announced a new initiative that would pro-
vide pneumonia care 24 hours a day at local
hospitals in Malegaon.
Nigeria’s Leaders Prioritize Prevention
The First Lady of Cross River State, Mrs. Obioma
Liyel-Imoke, is a public health crusader who is
profoundly dedicated to reducing child pneu-
monia deaths in Nigeria — the country with the
highest child pneumonia burden in Africa. She
created the Breath of Life health initiative that
works within communities to promote pneumo-
nia prevention. On World Pneumonia Day,
Breath of Life, the First Lady and other digni-
taries led an energetic advocacy walk to edu-
cate parents about child pneumonia in the local
government area (LGA) of Bekwarra. The Min-
istry of Health, the Ministry of Women's Affairs,
Pfizer Pharmaceuticals and NGOs partnered
with Breath of Life to provide free vaccination,
screening and treatment for 1,000 children. The
success of the effort prompted the government
to announce plans to replicate the event in the
other 17 LGAs and helped support a broader ef-

fort to urge Nigeria’s federal government to in-
clude pneumococcal vaccines in the country’s
routine immunization schedule.
Community members join Nigeria’s First Lady of Cross
River State Mrs. Obioma Liyel-Imoke (not pictured) in an
advocacy walk to raise awareness about pneumonia.
Mr. Bharat Wagh, Health Officer, Malegaon Municipal
Corporation, makes announcement of a new government
initiative for treating pneumonia in Malegaon, India.
fight pneumonia. save a ch i l d . 15
In Nigeria’s Oyo State, a small grant awardee from the University of Ibadan — Health Promotion
a
nd Education Department organized a full-day workshop for state legislators. The workshop
generated political priority for pneumonia prevention and control, and discussion surrounding
free pneumonia treatment for children under five years of age and the introduction of the Hib
vaccine as promised in 2010. The Oyo State government answered the call for action by prom-
ising to introduce free health programs within the month and requiring the Ministry of Health to
include pneumonia control in their budget for the following year.
Partnerships in Ghana Promote Public-Private Synergy
In Ghana, Afro Global Alliance, Ghana Health Service, Ministry of Women and Children Affairs,
Stop TB Partnership Ghana and key members of the media joined forces to host a workshop for
32 traditional leaders, chiefs, queen mothers and community leaders, as well as a two-day train-
ing seminar on messaging, prevention and care for 40 Community Health Volunteers (CHVs). In
addition, the small grant awardee Afro Global Alliance hosted a celebration and parade in Cape
Coast, where government officials appealed to the private sector and international organizations
to partner with the government to purchase vaccines and to continue raising awareness about
the severe toll of pneumonia.
Pneumonia Knowledge Moves Mali Forward
In Mali, Minister of Health Madeleine Ba Diallo
demonstrated support for government action

on pneumonia by presiding over a public rally
outside a community health center in Bamako
that drew more than 500 participants and en-
gaged youth volunteers from the School of
Public Health to spread out across the city, dis-
seminating information about the causes of
pneumonia. Theatrical performances, a balloon
release and a question and answer session
helped draw attention to pneumonia as a pub-
lic health priority in a country where more than
20 percent of mortality in children under five
years of age is due to pneumonia.
Pakistan’s Innovative Strategy Sparks Meaningful Change
In Pakistan, small grant awardee Aga Khan
Health Service worked with civil society organi-
zations, hospitals and corporate organizations to
host nine seminars and 116 health awareness ses-
sions across the country, reaching nearly 6,000
people. In addition, 45,000 text (SMS) messages
about pneumonia were delivered, and religious
leaders addressed pneumonia from 1,100 reli-
gious platforms. In part as a result of these ef-
forts, the Prime Minister announced that
vaccines against pneumonia will soon be avail-
able as a part of the routine EPI vaccination
schedule. The GAVI Alliance has approved fund-
ing for introduction of the pneumococcal conju-
gate vaccine (PCV) and Pakistan is expected to
roll out the vaccine in 2012.
Mali Minister of Health, Mrs. Madeleine Ba Diallo,

presides over a public rally to fight pneumonia.
Dr. Bhisham Kotak of the Aga Khan Health Service is
interviewed by the media at the "Fight Pneumonia —
Save a Child" seminar in Pakistan.
16 global coalition against child pneumonia
REACHING AND EDUCATING
COMMUNITIES IN NEED
On World Pneumonia Day, advocates came together to encourage donors, policymakers, health
care professionals and the general public to increase efforts to fight pneumonia. From rallies in
the street and house-to-house outreach to media events and panel discussions with political
leaders, the 2011 effort engaged new audiences and worked to ensure that child pneumonia was
a priority issue in communities around the world.
Advocacy in India Centers on Raising Awareness
A fifth of India’s deaths in children under age five were due to pneumonia in 2008. Yet, the coun-
try is plagued by low breastfeeding rates, suboptimal immunization coverage and limited access
to antibiotics. To remedy these problems, small grant awardee Abhinav Bharat Foundation, an
organization committed to helping isolated communities in India voice opinions on health and
human rights issues, enlisted young journalists with personal experience or knowledge of pneu-
monia in their communities to help raise awareness about the illness. These journalists received
media coaching and support to produce multi-lingual materials on pneumonia interventions, in-
cluding breastfeeding, nutrition, hand washing, vaccination and quality treatment. More than
100 articles were produced in English, Hindi and Urdu through this “Voices From the Field on
Childhood Pneumonia” project.
Save the Children’s Every One Campaign in India mobilized people across four states — Delhi, Bihar,
West Bengal and Rajasthan — by organizing and hosting media orientation sessions, health camps,
street plays and fun runs. In addition, thousands of woolen caps were distributed to keep newborns
warm in 200 villages spread throughout 13 districts, courtesy of Save the Children Netherlands.
Participants of the Boat Regatta to “Drown Pneumonia, Rescue a Child” in Cross River State, Nigeria, help raise
awareness about pneumonia.
fight pneumonia. save a ch i l d . 17

Nigerian Boat Regatta Sets Sail toward Healthier Horizons
In Nigeria, small grant awardee So-Healthi hosted a boat regatta to raise awareness about pneumo-
nia and the fact that it kills nearly 180,000 Nigerian children each year. The event focused on edu-
cating families about prevention and treatment of the illness and drew more than 300 participants.
During the event, a medical team examined babies and children for pneumonia, and local govern-
ment officials announced that pneumococcal vaccine doses donated by Pfizer were being adminis-
tered in their state that day. In addition, traditional birth attendants reported that the activities of
So-Healthi had helped them to adopt practices that will help prevent pneumonia in children.
Kenya’s Education Efforts Reach At-Risk Families
In Kenya, small grant awardee Safe Womanhood
Organization (SWH) held a large-scale pneumo-
nia awareness event for Somali and Oromo
refugees of Eastleigh residing in Nairobi. These
refugees, who often do not speak English or
Swahili — the languages of their host country —
find it hard to decipher publicly-available infor-
mation or to engage with neighboring commu-
nities. Thus, SWH designed an event to
empower them to engage in intervention meth-
ods addressing the high rates of infant mortality
within the population. Activities included med-
ical examinations for more than 350 children,
community education sessions and formal
workshops for Somali and Oromo health work-
ers and journalists.
Another small grant awardee, the Kenya Med-
ical Research Institute (KEMRI)/Wellcome Trust
Research Programme, hosted six awareness
events at hospitals across Kenya. The event,
called “I Faced Pneumonia,” focused on former

and current patients, caregivers and health care
workers. The day’s events culminated in the
signing of a petition targeting the Ministers of
Health and Finance and requesting increased
government investment in interventions known
to reduce the burden of pneumonia.
In a separate celebration, KEMRI’s Kilifi branch organized an event where the town’s residents
participated in song and dance to emphasize the importance of vaccines, good nutrition and a
clean environment as essential elements in the fight against pneumonia. Event participants were
encouraged to immunize their children against the leading causes of pneumonia and were also
offered free, on-site health care services including check-ups, immunization and antibiotic treat-
ment. Kenya introduced the pneumococcal conjugate vaccine (PCV) nationwide in early 2011
with support from the GAVI Alliance.
Baby Issa clings pensively to her mother’s back as she waits
for her turn during the medical camp on World Pneumonia
Day at Eastleigh Health Center in Nairobi, Kenya.
Children perform song about pneumonia to teach others
about prevention interventions in Kilifi County, Kenya.
18 global coalition against child pneumonia
Pneumonia Education Encourages Media to Join the Movement in Bangladesh
Small grant awardee Poriprekkhit, an NGO committed to creating positive change in Bangladesh
through communication, hosted a media workshop in Dhaka to encourage journalists to speak
out in the fight against pneumonia. Forty experienced journalists from leading news organiza-
tions participated in the one-day workshop, of whom 12 were selected for pneumonia journalism
fellowships. Each fellow was tasked with collecting data, conducting interviews and publishing
a story on several aspects of pneumonia.
Students Teach Lifesaving Lessons in Egypt
Members of the Egyptian Medical Students’ Association (EMSA) organized a week-long educa-
tion campaign targeting parents waiting in the outpatient clinics of 20 university hospitals na-
tionwide. Through the effort, 5,000 families were educated about the disease and received

informational materials, including a pneumonia coloring book for children.
The Egyptian Pharmaceutical Students’ Federation (EPSF) distributed fliers, brochures, posters
and t-shirts to more than 40,000 people. The Alashanek Ya Balady Association for Sustainable
Development (AYB-SD) held a festival in Cairo that drew more than 1,000 participants. The fes-
tival, aimed at families, included performances from several local bands and activities focused
on teaching children to make healthy choices.
The Ashara Gharby Band performs at the World
Pneumonia Day Festival at the Gezira Youth Center in
Cairo, Egypt.
FIDEC/FUNCEI exhibit booth provides health care profes-
sionals information on pneumonia in Buenos Aires, Argentina.
A child in Cairo, Egypt proudly holds his new pneumonia
coloring book.
Community and local leaders learn about the harmful
effects of indoor smoke during Malawi’s “Smoke Out
Pneumonia” event.
fight pneumonia. save a ch i l d . 19
F
ost
e
r
ing

I
m
m
uni
z
at
ion

Up
t
a
k
e

i
n
A
rg
e
nt
ina
T
h
e
p
n
e
u
m
o
c
o
c
c
al v
ac
c
in

e
w
as in
c
o
rp
o
r
a
t
e
d
in
t
o
th
e
A
r
g
e
n
tin
ian
n
a
tio
n
al im
m

u
n
iz
a
tio
n
sc
h
e
m
e
in
A
p
ril 201
1
, p
r
o
vid
in
g
a w
ay
f
o
r in
f
an
ts t

o
r
e
c
e
ive
th
e
v
ac
c
in
e
f
o
r f
r
e
e
b
e
g
in
n
in
g
in
201
2. T
o

h
ig
h
lig
h
t
t
h
is, F
ig
h
t
in
g
I
n
fect
io
u
s D
isea
ses in
E
m
er
g
in
g
C
o

u
n
t
r
ies (
F
I
D
E
C
)
, in
c
o
lla
b
o
r
a
t
io
n
w
it
h
F
u
n
d
ació

n
C
e
n
t
r
o
d
e
E
st
u
d
io
s I
n
fe
ct
o
ló
g
ic
o
s (
F
U
N
C
E
I

)
, h
o
st
ed
in
f
o
r
m
a
t
iv
e lect
u
r
es fo
r
m
o
r
e
t
h
a
n

2
0
0

h
ea
lt
h

ca
r
e
p
r
o
fessio
n
a
ls
a
n
d

ed
u
ca
t
ed

p
a
t
ien

t
s
a
b
o
u
t

t
h
e
b
en
efit
s
o
f
p
n
eu
m
o
c
o
c
ca
l
v
a
c

cin
a
t
io
n

a
t

se
v
er
a
l
p
u
b
lic
a
n
d

h
ea
lt
h

v
a
c

cin
a
t
io
n

c
en
t
er
s
in

P
ila
r,
E
sc
o
b
a
r

a
n
d

E
zeiz
a

.
M
a
la
wi
Sm
ok
e
s
Out

Pne
um
oni
a
Sm
all
g
r
an
t
aw
ar
d
ee Sav
e
t
h
e
C

h
ild
r
en
M
alaw
i h
o
st
ed

a
ser
ies o
f
c
o
m
m
u
n
it
y wo
r
ksh
o
p
s
t
o

t
each
m
o
th
ers
an
d l
o
cal
l
eaders
i
n
Ru
m
ph
i
abo
u
t th
e ri
s
k
s
o
f i
n
do

o
r s
m
o
k
e,
as
wel
l
as
a “Sm
o
k
e Ou
t Pn
eu
-
monia”

celeb
r
at
ion
t
hat

d
re
w
more

t
han
50
0

p
ar
t
icip
ant
s
wit
h
music,
d
ancing
, p
oet
r
y
and

d
r
ama
p
resent
at
ions.
Ind

oor

air

p
ollut
ion
is
a
lead
ing

cont
r
ib
ut
or

t
o
child

p
neumonia
and

is
d
esig
nat

ed

as
one of t
he t
op
fiv
e p
ub
lic healt
h t
hreat
s in d
e
v
elop
ing
count
r
ies by t
he Wor
ld
Healt
h Or
g
anizat
ion.
Wome
n and babie
s, par

t
icular
ly
in r
ural are
as, are
e
xpose
d to high le
ve
ls of
indoor
pollut
ion re
sult
ing
from cooking
ov
er
op
en fires
and
are freq
uent
ly
unaware
of t
he d
ang
er. T

he
wor
kshop
s
help
ed
t
o
r
aise awareness of t
he links b
et
ween ind
oor
smoke p
ollut
ion, p
neumonia and
infant
mor
t
alit
y
.
T
hr
ough the
se
ac
tivitie

s in Malaw
i, 1
9
6
w
ome
n w
e
r
e
traine
d on how
to impr
ove
indoor air quality
b
y using
t
he E
sp
a
r
a
nza
"
rocket
"
st
ov
e. These st

ov
es a
re b
eing
b
uilt
a
nd
inst
a
lled
in 1
96 house
-
hold
s
t
o
b
enefit

2
89
child
ren
und
er

t
he

a
g
e
of
fiv
e
who
will
hav
e
sig
nifica
nt
ly
less
smoke
a
nd

in
-
d
oor
p
ollut
ion in t
heir
env
ironment
.

Reachi
ng F
ami
l
i
e
s F
ar and Wi
de
, C
ot
e
d'I
voi
re
Promot
es Pne
umoni
a A
wareness
i
n R
ural Areas
In
Cot
e
d
'Iv
oire
—

a

count
r
y
where
one
in
1
0

child
ren
will
d
ie
b
efore
t
heir

fift
h
b
ir
t
hd
ay
—

St
op
Tub
erculosis
Boua
ke
org
a
nized

a
n
ev
ent

t
hat

d
rew
more
t
ha
n
2
0
0

p

a
rent
s,
hea
lt
h
ca
re
wor
ker
s,
c
ounse
lors and c
ommunity
volunte
e
rs w
ith the
aim of
c
r
e
ating aw
ar
e
ne
ss in this rural c
ommunity
a

round
t
he sev
er
it
y of p
neumonia
, it
s p
rev
ent
ion a
nd
it
s t
reat
ment
. The imp
or
t
a
nce of nut
r
it
ion,
b
rea
st
feed
ing

a
nd
p
rop
er
hyg
iene were emp
ha
sized
.
Case by Case, Mad
ag
ascar Treats Children and Tackles Pneumonia
In Madagascar, Population Services Interna-
tional (PSI) kicked off its national pneumonia
program on World Pneumonia Day, seeking to
increase the appropriate case management of
the disease. The program promotes care-seek
-
ing behavior among parents whose children
experience pneumonia symptoms and works to
improve the quality of service from providers
by training them on integrated management
strategies.
A puppet show is part of several events organized in
Madagascar to raise awareness about pneumonia.
20 global coalition against child pneumonia
ISSUING RESEARCH AND GENERATING
MEDIA COVERAGE
Several Coalition partners, including IVAC, Save the Children and the GAVI Alliance, released

new research to coincide with World Pneumonia Day and to attract the attention of media and
opinion elites. Reports highlighted recent cost-effective advancements in the battle against
pneumonia but also underscored the long road ahead to eliminating child pneumonia deaths.
• Pneumonia Progress Report 2011
A report released by IVAC showed that while progress is being
made toward immunization targets in the 15 countries with the most
child pneumonia deaths, the latest data show that all of these coun-
tries have suboptimal levels of protection and treatment interven-
tions, including exclusive breastfeeding during the first six months,
access to care facilities and treatment with antibiotics.
According to the study, over the course of a year, 10 of the 15 profiled
countries have introduced the newest-generation pneumococcal
vaccines, have applied or have been approved for introduction sup-
port from the GAVI Alliance. However, all countries in which data are
available show coverage levels for exclusive breastfeeding during the first six months of life
range from only 10 to 60 percent, and for access to care and antibiotic treatment range from
merely 5 to 70 percent — all far lower than the GAPP target level of 90 percent.
Dr. Ojo conducts a media interview at the Paediatric Association of Nigeria's press conference in Lagos, Nigeria.
fight pneumonia. save a ch i l d . 21
• Pakistan’s Lady Health Workers Can Treat
Pneumonia at Home
In The Lancet, Save the Children published the findings of a study in Pakistan that showed that
children treated at home for severe pneumonia by Pakistan’s Lady Health Workers were more
likely to recover than children referred to health facilities. The study addresses a barrier to ef-
fective treatment for millions of children around the world — the difficulty in accessing quality
health services. These findings could lead the way to changing pneumonia treatment guide-
lines globally.
• Cost Effectiveness of Pneumococcal Vaccines in GAVI Countries
A paper commissioned by the GAVI Alliance and published in the journal International Health
estimated that the pneumococcal vaccines now being introduced in the world’s poorest

countries are highly cost-effective for the countries needing vaccination most and have the
potential to save the lives of 3 to 4 million children over the next 10 years. The paper high-
lighted the fact that in just over one year, GAVI has helped 16 countries introduce pneumo-
coccal vaccines into their national immunization programs, a rate of vaccine introduction
that is unprecedented.
With data to drive coverage, World Pneumonia Day continued to receive widespread attention
from media as the topic gained traction among journalists, government leaders and opinion
elites. Over half of the unique news stories written around World Pneumonia Day mentioned
one or more of the research reports and data.
In addition, and particularly in developing countries where World Pneumonia Day events took
place, journalists told stories that were in-depth and personal and illustrated the link between
preventing pneumonia deaths and reaching the 2015 deadline for achieving the MDGs.
Media coverage of World Pneumonia Day and blog posts echoed the call for action by organi-
zations and activists around the world. The urgency to scale up interventions radiated through-
out news stories, blogs and op-eds focused on World Pneumonia Day.
“This study adds to the evidence base that frontline health workers can
safely and effectively manage illness and prevent child deaths,
especially in communities where doctors and health facilities are out of
reach for poor families.”
—USAID Administrator Raj Shah
22 global coalition against child pneumonia
USING DIGITAL MEDIA TO INSPIRE ACTION
World Pneumonia Day 2011 found new ways to expand the conversation about pneumonia and
bring attention to the activities taking place around the globe on November 12. A large emphasis
of the campaign was about “going viral,” using a variety of online social networking sites and
digital tools that helped introduce conversation threads about World Pneumonia Day and in-
spired new supporters to take action. These online vehicles allowed for rich content to be dis-
seminated widely and the Coalition’s tools and messages to be shared among diverse audiences.
New tools, such as a compelling infographic, a Prezi presentation illustrating complex research,
an animated video conveying the importance of the fight against pneumonia, a “take action”

widget making it easy for supporters to send a message to Congress, and a refreshed website,
Facebook page and Twitter feed all combined to tell the story in new, visually compelling ways
and provided opportunities to share and discuss content and take action.
The Centers for Disease Control and Prevention (CDC) collaborated with ABC News to host a
Twitter chat with ABC’s chief health and medical correspondent, Dr. Richard Besser, to discuss
pneumonia and other health issues. On November 8, the United Nations Foundation (UNF) and
its Shot@Life campaign helped support the Million Moms Challenge Global Baby Shower on
Twitter. During an hour-long child health discussion, pneumonia, vaccines and clean cookstove
interventions to mitigate the disease were extensively discussed.
More than 98% of pneumonia deaths in children occur
i
n developing countries, including Nigeria, Malawi and
Bangladesh, despite pneumonia being among the most
solvable problems in global health. We have the tools to
protect and prevent children from catching pneumonia
and to treat those suffering with this illness.
Impact of Pneumonia on Children
of children with pneumonia

a
re reportedly taken to a qualified health
c
are provider in developing countries.
O
f the
8.8 million
child deaths in 2008,
1 in 5
were due to pneumonia.
than any other illness in

every region of the world.
5
children
u
nder
Pneumonia kills more
49
%
reduction
54
%
Only
Exclusive breastfeeding for the first
6
months
of life results in
reduction

in childhood pneumonia.
i
n a child’s risk
of contracting
p
neumonia.
50
%
reduction
Vacc i n a t i o n s s u ch a s t he
H
ib and Pneumococcal

vaccines result in a
of pneumonia infections.
U
sing a
clean
cook stove
results in a
A
n effective and inexpensive way
t
o treat childhood pneumonia
However, in a study of 14 countries, only 27% of
children with suspected signs of pneumonia
actually received an antibiotic.
is through the use of
antibiotics.
Protection Against and Prevention of Childhood Pneumonia
Global Action Plan for Prevention and Control of Pneumonia (GAPP). Worl d H e alt h Or gan izat ion and Uni ted Nat i ons Chi ldren’s F u nd, 200 9.
Countdown to 2015 Decade Report (2000-2010): Ta k in g S t o ck o f M at e r na l , N e wb o rn a nd C hi l d S u rv i v al . W o rl d H ea l t h O rg a n iz a t io n , 2 0 10 .
Global Alliance for Clean Cookstoves, 2011.
Pneumonia Facts: Nigeria. World Pne u mon i a D ay Coa l iti o n, 2 010.
SPOTLIGHT ON NIGERIA
Pneumonia in Nigeria Prevention and Treatment
177,000 children
under the age of five died of pneumonia in Nigeria in 2008.
Only 20% of babies
in Nigeria are exclusively breastfed.
We c an protect chi ldren fr om pn eum on ia and o the r dis eas es th rou gh
exclus ive brea stfe edi ng duri ng the first 6 months of life.
56 million

estimated episodes of lung infections occur among Nigerian
children every year.
Less than 150 Naira
(or $0.95 USD) is the typical cost for antibiotics, an
e
ffective treatment for most types of serious pneumonia.

Pneumonia kills mor

d
e
e
ch
hi

h
ch
dr
ld

than an
egion of the wery rve
Pneumonia kills mor

O
f the
8.8 million
child dea
s in y other illnesthan an
orld.egion of the w
e
d

e
r
e
e
e
n
u
u
c
c
h
n
n
5
5
5
5
5
5
5
5
5
5
5
5
5
r
r
e
hi

h
h
i
r
r
r
5
ch
ldr
dr
r
ldr
u
n
Pneumonia kills mor

t
hs in 2008, child dea
1 in 5
w
Only
54
%

en with pneumoniaof childr
o

a en tedly takeporte rar
e
loping cvin deredivorperac
o
pneumonia.e due ter w

%
Only

en with pneumonia
o
a qualified health
o
untries.eloping c

eeding ftfease brclusivEx
6
months
e r of lif

tor the firseeding f

esults in e r

e
and ineectivAn eff
t
childhood pneumonia eao trt

y
ae wxpensive and ine
t
childhood pneumonia

V

eductionr
in childhood pneumonia.
tions such as the cinaV

eduction
in childhood pneumonia.

Ho
childr
actually r

ountries, only 2f 14 ctudy o
, in a s
er
r, in a s
v
e
ewHo
npf ed signs oen with suspectchildr
tic.ed an antibioeiv
ec
tually r
rec
ough the use of is thr
antibiotics.

f7% oountries, only 2
a
i
ia
nomue
ough the use of
antibiotics.

49
r
V
H
ib and Pneumoc
v
of pneumonia inf

49
%
eductionr
tions such as the cinaacV
c
al ocHib and Pneumoc
esult in a cines racv
ections.of pneumonia inf

U
sing a
clean
e votook sc
esults in a r

i
n a child’
of c
p
neumonia.

s
risk in a child’
acting ontrof c
p
neumonia.

fight pneumonia. save a ch i l d . 23
Save the Children U.S. also revamped and pro-
moted the Mission Pneumonia online quiz to
educate Americans about key issues related to
pneumonia and how they can make a differ-
ence on behalf of children worldwide.
Prominent blogs including Global Pulse, Tree-
Hugger, LilSugar, MTV Act and The Huffington
Post Impact were inspired to join the conversa-
tion about World Pneumonia Day. All told,
more than 120 English language blog posts
about World Pneumonia Day were published
this year.
The results were telling: In the two months leading up to World Pneumonia Day, the campaign’s
social networks grew nearly tenfold, the geographic diversity of visitors to the World Pneumonia

Day website was measurably higher than in 2010 and the average time spent on the site increased
50 percent. Due to the widespread interest generated throughout social media channels and the
library of tools and resources available for organizers, it is no surprise that most visitors to the web-
site visited the “Act” page to learn how to get involved in the campaign. In fact, “Act” was the web-
site’s most-visited page in the month leading up to November 12. The increased effort in the digital
and social media space invited a whole new population of pneumonia fighters to join the effort.
On World Pneumonia Day this year, the
Egyptian Medical Students’ Association
(EMSA), an organization comprised of
dedicated Egyptian medical students and
professionals, began a nationwide “Pro-
tect Your Child” awareness and vaccina-
tion campaign, which aimed to vaccinate
high risk children against pneumonia and
inform the Egyptian population about the
dangers of pneumonia and the risk it poses to their children. EMSA also endeavored
to reach out to the larger pneumonia advocacy community in Egypt by establishing
the Egyptian Coalition against Child Pneumonia, now the largest pneumonia coalition
in Africa and the Middle East. Collaborating with members from this coalition, EMSA
conducted a week of successful advocacy activities celebrating World Pneumonia
Day (for more information, see p. 18).
In order to further expand the reach of their campaign, EMSA also drew attention to
the cause through their Facebook and YouTube pages, where they shared informative
videos. In fact, as part of their efforts, EMSA developed an Arabic translation of the
World Pneumonia Day video, highlighting how well visual and digital tools communi-
cate messages and resonate with broad audiences around the world.
Johns Hopkins PneumoniaFighters dance through
campus bringing awareness to their World Pneumonia
Day events in Baltimore, MD.
24 global coalition against child pneumonia

ENGAGING NEW “FACES OF PNEUMONIA”
Understanding that both celebrities and individuals who have faced pneumonia are incredibly
effective messengers, Coalition partners sought to engage new spokespeople to help tell the
story in 2011. The spotlight they turned on the issue of childhood pneumonia helped to garner
attention and reach new audiences. The following are highlights:
Community Leaders Reach Mothers in Nigeria
In Nigeria, Imams, traditional leaders and members of the community learned about pneumonia
through a program run by small grant recipient, the Nigerian Supreme Council for Islamic Affairs
(NSCIA), and were charged with sharing their knowledge with mothers and children in their
communities. The NSCIA activities reached more than 5,000 worshippers and called on the gov-
ernment to provide immunization against common causes of childhood pneumonia.
Children Persuade Policymakers to Pursue Pneumonia Prevention in Bangladesh
Small grant awardee Save the Children Bangladesh and its partner, the Bangladesh Pediatric As-
sociation (BPA), organized a coalition of young pneumonia ambassadors who, with great passion,
performed plays, marched in rallies and participated in stakeholder dialogues and other activities
to spread messages of pneumonia prevention and federal action. These children were individually
selected to be ambassadors because they are survivors of pneumonia or witnessed family members
suffering from the illness. The children are committed to raising their voices on behalf of the 25,000
children who die of the disease each year in their country. On World Pneumonia Day, the children
implored policymakers to take action and support a pneumonia campaign similar to the country’s
recent polio eradication campaign and to work toward accessible health care for every child.
Children perform at World Pneumonia Day Stakeholders Dialogue at National Press Club in Dhaka, Bangladesh.
fight pneumonia. save a ch i l d . 25
Celebrities Increase Issue Visibility to Help Save Lives
Save the Children’s Every One campaign ambassador and Bollywood
star Shabana Azmi called on governments both in the developed and
developing worlds to do more to stop 1.5 million children from dying
every year from pneumonia. She emphasized her support of health
workers in addressing pneumonia, tweeting messages about the cam-
paign to more than 100,000 Twitter followers.

Academy Award-winning actress and Global Ambassador of the
Global Alliance for Clean Cookstoves, Julia Roberts, issued a state-
ment in recognition of World Pneumonia Day to raise awareness
about the connection between the use of clean cookstoves and fuels
and the prevention of pneumonia in children.
Actress Mandy Moore added her voice to the
fight in a blog post on The Huffington Post,
supporting World Pneumonia Day and efforts
to stop the “forgotten killer.” In her blog post,
she urged Congress to continue investing in
lifesaving global health solutions.
In Nepal, the nationally acclaimed band Ku-
tumba lent their support to the Every One
campaign, raising awareness about the dan-
gers of pneumonia. The group played concerts
in three cities, with a total audience of more
than 14,000 people.
Julia Roberts
Academy Award-winning
actress is
Global Ambassador of the
Global Alliance for Clean
Cookstoves.
EVERY ONE campaign in Nepal went musical with popu-
lar Nepali folk instrumental band Kutumba performing
their brand of typical Nepali folk tunes and messages of
newborn and child survival.
“The deployment of clean cookstoves and fuels can significantly reduce
worldwide childhood death from pneumonia. Combined with our part-
ners’ global efforts to encourage vaccinations and increase basic health

and wellness education, the Alliance is playing an important role in re-
ducing pneumonia and other preventable deaths among the world’s
most vulnerable people.”
—Actress Julia Roberts