As the Philippine increases its population every year, there are some instances that accidentally a baby die for some reasons. Based on health statistics, the Philippines is one of the 42 countries that account for 90% of under-five mortality worldwide. 82,000 Filipino children under five years old die every year. 37% of them are newborn.

The Child Survival Strategy published by the Department of Health has emphasized the need to strengthen health services of children throughout the stages. The neonatal period has been identified as one of the most crucial phase in the survival and development of the child. The United Nations Millennium Development Goal Number 4 of reducing under five child mortality can be achieved by the Philippines however if the neonatal mortality rates are not addressed from its non-moving trend of decline, MDG 4 might not be achieved

Majority of them (3/4) die within the first two days of life. Mostly it is due to stressful events or conditions during labor, delivery and immediate postpartum period. The current practice of handling newborns, like clamping and cutting the umbilical cord and washing the baby right after birth, have been known to actually contribute to the high incidence of neonatal deaths and illnesses in the country. Thus the need for a paradigm shifts from the prevailing standard procedures into the new protocol. With the new protocol, the DOH expects a sharp cut in infant deaths to remove the Philippines from the list of 42 countries that account for 90 percent of global deaths among children below five years old We’re launching this protocol in collaboration with the World Health Organization to help solve this newborn-mortality problem because if it is not reduced by at least half, the goal of reducing childhood mortality by two-thirds by 2015 will not be met,” (Duque III). The campaign is embodied in an