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This guide offers practical tools for country programmes and stakeholders to support advocacy for improving newborn and maternal health and preventing stillbirths. It is especially important in countries with a high burden of newborn and maternal mortality. The document provides a repository of quick references and examples to the user in order to shows how to undertake advocacy and communication in various national and local contexts. The toolkit supports the global Every Newborn initiative providing a wide range of options for outreach and advocacy activities tailored to specific audiences. It includes key messages on newborn and maternal health, as well as examples of letters to policymakers, briefs, press releases, social media content and other relevant materials to make the case for improving the quality of care and scaling up newborn and maternal health interventions. Each country will have to update relevant data and adapt messages to its local context.