A nongovernmental organization Evidence for Action (E4A) has initiated a new campaign and asked Nigerians to join the fight to stop the deaths of thousands of women and children.

"Ensuring women have timely access to safe healthcare services, including sufficient blood supplies, could help save about 40,000 mothers and 240,000 babies a year," said Dr Tunde Segun, country director for E4A in Nigeria.

The UK-funded programme launched its MamaYe Campaign to digitally reach Nigeria's growing 107 million mobile phone subscribers on social media and cause a positive change toward maternal health, pregnancy and children.