Postpartum healthcare to prevent postpartum depression and childabuse in Japan

Postpartum healthcare to prevent postpartum depression and childabuse in Japan

Organization type: 
nonprofit/ngo/citizen sector
$250,000 - $500,000
Project Summary
Elevator Pitch

Concise Summary: Help us pitch this solution! Provide an explanation within 3-4 short sentences.

Every year 100,000 suffer from postpartum depression which is 10% of postpartum women in Japan. And the research we did last year shows that 80% of mothers answered that “I think I was almost there even though I wasn’t diagnosed as depression ” Last year 60% of child abuse victims were children under 12 months. We have an assumption that lack of postpartuml healthcare in Japanese healthcare system is one of the roots of these serious problems.We want to bring changes by developing and providing appropriate postpartum healthcare to mothers and babies so that mothers can start raising children in good condition both mentally and physically.
About Project

Solution: What is the proposed solution? Please be specific!

We are innovative because 1)We discovered that what postpartum women need is not a medical treatment, but goog rest and rehabilitation,and empowerment. 2)We treat postpartum women with much respect.We don't call them "moms",but call them by name. 3)We proudly created a new occupation called postpartum healthcare trainer whose profession takes care of the area where even midwives or doctors don't touch. 4)We run a rigorous trainer trainiing and certification program to educate more trainers. 5)Trainers to be can take the professional training course at home using IT media such as skype, Youtube, twitter, FB,blog,ML,which is good for women with children. 6)We constantly do research on postpartum topics,and publish a white paper.The 1st postpartum white paper was issued by 6000.
Impact: How does it Work

Example: Walk us through a specific example(s) of how this solution makes a difference; include its primary activities.

Through years of research, we developed a mind-body postnatal fitness programme, The programme consists of 4 lessons in 1 month, 2 hours each. The postpartum healthcare trainers teach 1.aerobic exercises specially designed for postpartum period (for fragile pelves) 2.communication workshop 3.selfcare knowledge and skills.We are trying to spread the classes with 23 certified instructors.Right now we have 50 certified classes in 9prefectures all over japan.about 2000 mothers took our programme last year. We have a training course for trainers. Also we do research on postpartum healthcare which is usually overlooked by the main stream.
About You
About You
First Name


Last Name


About Your Organization
Organization Name


Organization Phone


Organization Address

2-12-23-301takaidonishi suginami tokyo

Organization Country

, 3

Country where this project is creating social impact

, 3

How long has your organization been operating?

More than 5 years

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What stage is your project in?

Operating for more than 5 years

Tell us about the community that you engage? eg. economic conditions, political structures, norms and values, demographic trends, history, and experience with engagement efforts.

I became a single mother when my son was 8 months and I was 25 in 1998.Back then I was a low income single mother with part time jobs.In Japan once you have a child you are kicked out of the job market even if you are graduated from most prestigious university.The only way to survive was to make up a job on myself and continue.That's how I started my career as a postpartum healthcare trainer and I continued. Now 13 years later here I am as a founder and president of MadreBonita, the organization I started , I 'm now leading a decent life with my son.

Share the story of the founder and what inspired the founder to start this project

I gave birth to my son in1998,about 13 years ago from now.I enjoyed my pregnancy doing exercizes being careful about food.And I still remenber when I delivered the baby and encountered my son.People generally talk about birth very emotionally as an overwhelmingly moving event.But I don’t like this tendency.
What I found out when I first had a baby was that childbirth itself damages woman’s body seriously and to be able to start taking care of a baby in good condition you need so much rest and appropriate rehabilitation.
However cute the baby is mothers are exhausted and feel so unstable both mentally and physically.
13 years ago holding my small fragile baby in my hand,I thought this is a problem still unknown to people.And the fact that the problem is not known is also the problem. I looked for searvices for postpartum health but I could not find anything.This is the blind spot of Japanese public healthcare system.They take care of pregnancy and babies but they don’t take care of mothers.So I developed and provide a specialized fitness programm just for me to regain health after birth.That is the beginning of MadreBonita Project.

Social Impact
Please describe how your project has been successful and how that success is measured

We have 50 certified classes in 9 prefectures from Hokkaido to Okinawa with 23 certified trainers.2000 took our postpartum class.80% gave us positive feed back.

How many people have been impacted by your project?

1,001- 10,000

How many people could be impacted by your project in the next three years?

More than 10,000

Winning entries present a strong plan for how they will achieve growth. Identify your six-month milestone for growing your impact

We want to train more trainers especially in Tohoku area. You can start even in a temporary house if you have access to internet.It takes 6 months to train and officially certify a trainer.

Task 1

find a right person to be a trainer in tohoku

Task 2

training course

Task 3

launch a new class in tohoku

Identify your 12-month impact milestone

3 trainers in tohoku,1 for each prefectures Fukushima ,Miyagi, Iwate.500 or more mothers and babies

Task 1

research on postpartum reality in tohoku area

Task 2

promote postpartum healthcare programme in tohoku area

Task 3

talk to the llocal government about postpartum care so that mothers can take postpartum care at public expense.

How will your project evolve over the next three years?

Now we have classes in 9prefectures. Over the next three years 9 →15prefectures.
2000→10000 will take our classes.
The cost will be paid at public expense.

What barriers might hinder the success of your project and how do you plan to overcome them?

Regional government does not understand the importance of maternal healthcare especialy postpartumperiod.
Smart lobbying is essential.

Tell us about your partnerships

We have a membership programme.400members are registered.
Each menbers are very supportive and willing to lend hands at any time.
We run a programme for working mothers funded by NEC.

Explain your selections

Individual membership 30% Business&Regional government 30% Customers 40%

How do you plan to strengthen your project in the next three years?

More individual memberships and donations.
It also provides citizens to commit the civil society.
One of the important role of the organization like MadreBonita' is to become a platform for the citizens to make commitment

Which barriers to health and well-being does your innovation address?
Please select up to three in order of relevancy to your project.


Lack of access to targeted health information and education


Lack of physical access to care/lack of facilities


Lack of affordable care

Please describe how your innovation specifically tackles the barriers listed above.

To tackle these barriers, we constantly promote information on postpartum problems and necessity of postpartum healthcare by publishing white papers and other books and DVDs.
We always struggle to find right person to become a trainer and hold a 6-month training courses twice a year.
In order to make our programme more affordable we have to ask regional government for more funding and understanding of necessity of postpartum care to prevent childabuse or depression.

How are you growing the impact of your organization or initiative?
Please select up to three potential pathways in order of relevancy to you.



Grown geographic reach: Global


Enhanced existing impact through addition of complementary services

Please describe which of your growth activities are current or planned for the immediate future.

We have online training courese so that trainees can take a training course at any place.
We are translating our postpartum white paper in English. We want to get more people to know the reality of becoming a mother after childbirth and the importance of appropriate postpartum healthcare.
Mothers who took our programme are very active in society.Some put up their own projects or some became trainers,some are willing to volunteer.We want to support those activities.

Do you collaborate with any of the following: (Check all that apply)

Government, Technology providers, NGOs/Nonprofits, For profit companies, Academia/universities.

If yes, how have these collaborations helped your innovation to succeed?

Local government (Suginami Tokyo) issued voucher for mothers and babies.As a result 5% of mothers in suginami area took our postpartum healthcare class which is 10times compared to other areas.
One of the top japanese electric corporations NEC funded us to develop an empowerment programme for working mothers.1400mothers participated in the programme for the past 12 months.