A study from Ethiopia looked at how early pregnant women are starting a new model of prenatal care, which should begin before the 12th week of pregnancy. In a sample of 482 pregnant women, they found that only 26.5% of them started prenatal care on time. 44.8% of women had a positive attitude towards the new model of prenatal care, and only 17.3% of them knew it well. The study identified several factors associated with early conception: women who took a urine pregnancy test were more likely to have early conception, while participation in non-formal education, previous history of miscarriage and pregnancy complications were associated with lower odds of early conception. The study authors recommend focusing on increasing maternal awareness of prenatal care services and warning signs during pregnancy to improve early initiation of prenatal care contacts.