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

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Presentation on theme: "DMI DEVELOPMENT MEDIA INTERNATIONAL Can mass media interventions reduce child mortality? Dr Joanna Murray Head of Research."— Presentation transcript:

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

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

3 DMI Idea: RCT in Burkina Faso

4 DMI Evidence

5 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

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