Media coverage on maternal and child health is usually on incidences of deaths (mostly larger numbers or on negligence), report or scheme launch, events organized by civil society or government or any policy related. However, with the persistent deaths of babies and mothers, itis now time for all stakeholders, including media, to change frame of reference to this malice. Media specially needs to probe more into the inter linkages of health services, poverty, awareness and social-cultural contexts. Critical also is to highlight positive stories and coverage of success achieved in this battle against crusade to protect women and children in our country and state.