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What we do
DMI delivers radio and TV campaigns to change behaviours and save lives in developing countries.
We design and deliver radio and TV campaigns (see examples) that are designed to improve health outcomes by informing people about important healthcare issues and promoting behaviour change where appropriate.
We are currently designing health behaviour change campaigns in 10 African countries, and are looking for partners and funders for many of these projects through our Media Million Lives initiative.
Our campaigns are carefully designed:
- To encourage behaviours that will save the most lives in a given country and context (for example, by promoting exclusive breastfeeding for the first six months of a baby’s life)
- To change behaviours by tackling the key barriers to behaviour change head-on (such as religious beliefs or cultural norms) and by tapping into underlying motivations and other enablers of change
- To reach the largest number of people in the most effective way (by choosing our media partners carefully based on the demographic profile, geographical location and language preferences of our target audience, and designing our campaigns to reach them several times a day for a sustained period)
Our primary focus is tackling the key causes of death and disability among children under five and recent mothers. In 2011, 6.9 million children under the age of five died worldwide; our model, based on wide-ranging and robust evidence, predicts that we can save one million lives among this group by running campaigns in 10 countries over several years. (It also predicts that we can do this more cheaply than any other existing health intervention, and we are running a cluster-randomised trial to prove this).
"A scientist who is also a human being cannot rest while knowledge which might reduce suffering rests on the shelf." Albert Sabin
Below is an illustrative guide explaining what we do and how we can save lives.