evidence: - Government of India launched "Pradhan Mantri Surakshit Matritva Abhiyan" (PMSMA) with an aim to provide fixed-day, free of cost, assured, comprehensive and quality antenatal care on the 9th day of every month universally to all pregnant women in their 2nd / 3rd trimesters of pregnancy. - Since inception, more than 3.6 crore pregnant women have received comprehensive ANC under this programme across all States and UTs. The State/UT-wise fund approvals have been given towards Pradhan Mantri Surakshit Matritva Abhiyan (PMSMA) activities during the last three years. [...] - One of the key focus areas during Pradhan Mantri Surakshit Matritva Abhiyan (PMSMA) is to generate demand through Information Education & Communication (IEC), Inter-personal Communication (IPC) and Behavior Change Communication (BCC) activities.