Because of the high burden of child mortality and our ability to reach a large population through radio and TV, our current focus is on sub-Saharan Africa.
We are currently designing health behaviour change campaigns in countries across sub-Saharan Africa, and are looking for partners and funders through our Media Million Lives initiative.
Hover over the countries in orange on the map below to see the predicted number of under-five lives that we can save each year through mass media campaigns in each country.
Behaviour change is the most cost-effective and rapid way to increase coverage of life-saving interventions, such as breastfeeding, and thus to reduce child mortality.
Almost seven million children worldwide die under the age of five every year. In 2011, one in nine children in sub-Saharan Africa died before their fifth birthday. Yet the scientific evidence (from the landmark 2003 Lancet Child Survival Series) suggests that almost two-thirds of these deaths could be avoided by increasing coverage of simple, existing and affordable interventions.
Media Million Lives is an ambitious initiative launched by DMI to create integrated radio, TV and mobile phone campaigns that will promote key maternal and child health behaviours in ten African countries for five years each, with the objective of saving a million lives. This will be one of the most ambitious behaviour change programmes yet run in Africa.