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The SUMATA initiative was launched on 8 March 2002 as a multilevel SM behavior change initiative designed to support the efforts of the Government of Nepal to reduce the high maternal mortality rate in Nepal.  

This sticker is part of the multi-channel Wazazi Nipendeni (Love me, Parents) campaign which aims to integrate all safe motherhood health areas under one platform, including early and complete ANC attendance, malaria prevention, the prevention of mother to child transmission of HIV (PMTCT), individual birth planning and safe delivery.