Wazazi Nipendeni (Love me, parents)—a national, integrated safe motherhood campaign in Tanzania—encouraged pregnant women and their partners to take steps for a healthy pregnancy and safe delivery. Communication channels included radio and TV spots, billboards, posters, brochures, promotional materials, and SMS response services. A post-hoc evaluation was conducted through exit interviews with antenatal and post-natal clients (n=1,708) in 122 health facilities. Clients answered questions regarding campaign exposure, safe motherhood knowledge, birth planning, and safe pregnancy practices. Step-wise regression analyses showed that even after controlling for demographics, the following were true: • Exposure to the campaign was a significant predictor of knowledge about danger signs during pregnancy (p<.001). • Exposure was a significant predictor for birth planning (p=.02). • Exposure was a significant predictor of delivering in a health facility (p=.03). The more sources of messaging to which a woman was exposed, the more improvement was demonstrated in knowledge and behavior outcomes. Relevance statement Using 500 words or fewer (including any and all references, footnotes, etc.), describe the relevance and importance of your proposal to the field of evaluation, specifying its implications for evaluation theory or practice, and value to the audience - do not exceed 500 words in this box. State how the presentation described in the abstract adds to knowledge in the evaluation field and reflects relevant standards of quality in evaluation theory, methods, or practice. In 2009, the Campaign on Accelerated Reduction of Maternal Mortality in Africa (CARMMA) was initiated by the African Union Commission. CARMMA has been since launched in 37 Union member states and seeks to improve both maternal and infant mortality indicators (http://www.carmma.org/page/history). Following these regional developments and in anticipation of the 2015 deadline for achieving Millennium Development Goals 4 and 5 (reduce child mortality and improve maternal health), in June 2012, UNICEF, in partnership with USAID, launched a call to action for “a promise renewed” to address child survival and development (http://apromiserenewed.org/) Over 80 countries represented by governments and partners from the private sector, civil society, and faith-based organizations gathered at the forum and signed the promise. In addition, meetings leading up to an Evidence Summit were held in India and Ethiopia to collect evidence from existing or former child survival initiatives, and a systematic review of maternal and child health interventions in the developing world published in peer-reviewed journals was conducted by six evidence review teams made up of policy makers, program leaders, researchers, and other stakeholders (http://behavioralchange.hsaccess.org/). An emphasis on application of research and evaluation was paramount to informing strategic thinking for how to achieve the promise for child survival moving forward. Ending preventable child deaths means giving children a healthy start by providing pregnant women with quality antenatal care and options for a safe delivery. The Wazazi Nipendeni campaign was designed in response to this global call for action in Tanzania, where 454 maternal deaths per 100,000 live births still occur, placing the country’s maternal mortality rate among the world’s highest (National Bureau of Statistics [Tanzania] and ICF Macro, 2011). Wazazi Nipendeni also aimed to operationalize the CARMMA objectives by empowering pregnant women and their partners to take the steps necessary for a healthy pregnancy and safe delivery. The Wazazi Nipendeni evaluation provides evidence of how an integrated social and behavioral change communication program can have impact on maternal health outcomes, including knowledge about danger signs in childbirth, planning for a safe delivery, and actually delivering in a health facility. It is an example of how health development programs can incorporate rigorous post-hoc evaluation methods to show program impact. Many large-scale health interventions in the developing world go without impact evaluations, either because resources are not available (time, money, evaluation capacity) or because it is not a priority alongside program implementation. Impact evidence from large-scale interventions such as Wazazi Nipendeni can provide a model for other countries and communities from which to develop an evidence-based programming adapted to their own contexts. When such interventions are implemented on a large-scale or at national levels, it is crucial to evaluate their impact outcomes. Understanding the scale of intervention effectiveness assists in improving conditions for communities and ensures funding is being used for programs that help achieve development goals. National Bureau of Statistics (NBS) [Tanzania] and ICF Macro. 2011. Tanzania Demographic and Health Survey 2010. Dar es Salaam, Tanzania: NBS and ICF Macro.#2014Conference #HealthEvaluation