DMI DEVELOPMENT MEDIA INTERNATIONAL Can mass media interventions reduce child mortality? Dr Joanna Murray Head of Research.

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Presentation transcript:

DMI DEVELOPMENT MEDIA INTERNATIONAL Can mass media interventions reduce child mortality? Dr Joanna Murray Head of Research

DMI Limited evidence base for efficacy of mass media campaigns Low demand keeping coverage levels of key interventions low Challenges

DMI Idea: RCT in Burkina Faso

DMI Evidence

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 2 | Science Use mathematical modelling to estimate impact of each message Allocate airtime to each message based primarily on predicted impact Measure and attribute impacts using robust evaluations 3 | Stories Integrate formative research findings into the creative process Ensure emotional climax of dramas reflect barriers to behaviour change Test all materials before and after broadcast with the target audience