DMI
DEVELOPMENT MEDIA INTERNATIONAL
Can mass media interventions
reduce child mortality?
Dr Joanna Murray
Head of Research
DMI
Challenges
Low demand keeping coverage levels of key interventions low
100%
80%
60%
40%
20%
0%
Antibiotics for pneumonia
Oral rehydration for diarrhoea
Developing world
Exclusive breastfeeding
Insecticide-treated nets
West Africa
Limited evidence base for efficacy of mass media campaigns
100%
80%
60%
40%
20%
0%
Children observed with dirty hands
Trachoma prevalence in areas receiving no antibiotics
Baseline
Endline
Idea: RCT in Burkina Faso
DMI
DMI
Evidence
20.1
Diarrhoea treatment-seeking
7.7
25.3
ORS/liquids for diarrhoea
0.9
18.2
Antibiotics for pneumonia
5.6
15.7
Malaria treatment-seeking
9.4
17.5
Bed nets
13.6
10.2
Latrines
8.3
4.7
Early breastfeeding
-1.4
8.0
Exclusive breastfeeding
17.0
9.3
Birth in health facility
10.6
13.4
Saving money for pregnancy
4.6
-10
Intervention
-5
Control
0
5
10
15
20
25
30
DMI
Call to action
1 | Saturation
Broadcast spots 8-12
times per day (radio), or
3 times (TV), and daily
longer formats
Broadcast in languages
which at least 75% of the
target population can
understand well
Broadcast on stations
viewed or heard at least
weekly by at least 75% of
the target population
Allocate airtime to each
message based primarily
on predicted impact
Measure and attribute
impacts using robust
evaluations
Ensure emotional climax
of dramas reflect barriers
to behaviour change
Test all materials before
and after broadcast with
the target audience
2 | Science
Use mathematical
modelling to estimate
impact of each message
3 | Stories
Integrate formative
research findings into the
creative process