We performed an extensive literature review and augmented it with key informant interviews with the stakeholders from the Ethiopian Ministry and Health at the federal and regional levels. We also leveraged lessons from other programs using the social ecological model of behavioral change to guide our understanding of the barriers and levers to the implementation of maternal and child health programs in Ethiopia. We then applied proposed levers to existing materials, interventions and approaches, while developing new interventions to address barriers. Finally we validated these interventions through a field visit and a validation workshop with stakeholders and end users.