ABSTRACT
Objectives: This study aimed to understand the barriers to MNCHW attendance in order to develop recommendations for strengthening its social mobilization activities. Methods: In the states of Jigawa and Zamfara in northern Nigeria, 19 in-depth interviews were conducted with government officials and community leaders; and 36 focus group discussions with women with a child under 5-years of age, their husbands, town criers, health workers, community volunteers, and religious leaders on MNCHW social mobilization and barriers to attendance. Content analysis was used to derive themes. Results: Awareness of MNCHW was low among the target beneficiaries. Even where programme awareness existed, there was little understanding of the nutrition and health benefits of VAS. Social mobilization focused solely on raising awareness about the dates and location of MNCHW, it did not promote its health benefits. MNCHW has also been overshadowed by the Immunization Plus Days (IPDs) which are conducted monthly. Other barriers to MNCHW attendance included inability to afford transportation costs, and distrust of government programmes. Conclusions: To increase attendance at MNCHW in northern Nigeria, social mobilization must first address the lack of understanding of the health benefits of the MNCHW programme.