Learn how we use evidence-based behaviour change campaigns to improve and save lives in low-income countries.
Learn about how DMI brings together two different worlds: demonstrable scientific practice and creative storytelling.
Location Child survival
Malaria is the leading cause of death of children under five in Uganda, followed by neonatal disorders, lower respiratory infections and diarrhoeal diseases (IHME GBD, 2021). Maternal disorders or complications are among the leading causes of death for women aged 15-49.
To address all of these, we launched “Better Health”, DMI’s first maternal, newborn and child health (MNCH) campaign in Uganda. Identified as a priority country for an MNCH project, our radio campaign will focus on three high-need regions, aiming to improve health outcomes for mothers and children through our evidence-based approach.
Uganda
Child survival – treatment seeking and prevention for malaria, pneumonia, and diarrhoea
Vaccination – raising awareness about the R21 malaria vaccine being rolled out in Uganda
Maternal health – antenatal and postnatal care
40 x 1-minute radio spots in 6 languages
5.8 million people
Science
DMI regularly conducts rigorous modelling to determine where our campaigns could save the most lives as cost-effectively as possible. Our latest analysis identified Uganda as a high impact setting for maternal, newborn and child health interventions, with a national Saturation+ approach estimated to save up to 12,000 lives over three years. Given the high airtime costs in Uganda relative to other countries, we are targeting the three regions of greatest need: Eastern, Northern, and West Nile. In these areas, families contend with high burdens of malaria, respiratory infections, and diarrhoeal disease, alongside maternal complications. Our targeted approach will ensure that resources are focused where they can do the most good, maximising impact for every dollar spent.
Stories
Our “Better Health” campaign delivers important health messages via community voices, using local actors and mother-tongue languages to build authenticity and trust. Produced entirely in our in-house studio in Kampala, the campaign will broadcast in six local languages – Acholi, Lugabara, Alur, Lusoga, Ateso, and Lugisu – to ensure that information is both accessible and culturally resonant.
As well as tried-and-tested messaging on treatment seeking and antenatal / postnatal care, we are broadcasting on a new topic for DMI: the R21 malaria vaccine. Having commenced rollout in April 2025 in 105 districts in Uganda for children under two, it offers an important new way to reduce malaria mortality in young children, and our campaign will help build understanding and confidence in its use.
Saturation
Our campaign will broadcast on 12 radio stations at saturation levels, designed to reach approximately 5.8 million people across Eastern, West Nile, and Northern Uganda. By delivering frequent, consistent messages across multiple stations, we ensure that lifesaving health information becomes part of daily life. To further extend our reach, we are equipping community health workers with portable audio cards, preloaded with a selection of the same messages. These tools help reinforce learning during interpersonal counselling and ensure that even families without regular radio access receive vital guidance.
We will evaluate the project with a combination of analysing trends in routine health service data, and conducting surveys to assess campaign’s impact on population knowledge, beliefs and practices related to key target topics of the campaign.
This project is funded by DMI’s unrestricted grants, from a range of donors. We are extremely grateful to these unrestricted funders for their continued support of DMI’s work.