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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 Eye health
DMI continually aspires to use our evidence-based methodology to improve health behaviours in new thematic areas. We are therefore conducting a pilot project testing the efficacy of a high saturation radio campaign in increasing the uptake of reading glasses for those experiencing age-related long-sightedness (presbyopia) in Uganda.
Uganda
Eye health – promoting uptake of reading glasses for people aged over 37 experiencing presbyopia
10 x 60–second radio spots
Printed promotional materials
Supply of glasses
4 months broadcasting on 2 local radio stations in Kisoro and Koboko, 10 times a day, 7 days a week
650,000
Science
1.8 billion people worldwide experience presbyopia, the loss of reading vision due to age. The global unmet need sits at 45%, with those living in rural areas of low- and middle-income countries least likely to have access to reading glasses. A substantial number of people in our countries of operation are consequently suffering from avoidable vision impairments, impacting their ability to carry out daily tasks including work and childcare.
We are committed to applying our evidence-based methodology to other thematic areas. This pilot project will test whether a radio campaign can increase the uptake of reading glasses for those living with presbyopia. The project is being carried out in four districts, with Kisoro and Koboko as intervention zones and Kabale and Kumi as control zones.
This is a unique project for DMI. In addition to venturing into a new thematic area, we are addressing practical barriers as well as behavioural ones. We are supplying pharmacies with sufficient stocks of reading glasses, then producing and broadcasting radio spots to generate demand for the glasses.
Stories
For this campaign, our messages are targeting adults over the age of 37 who are experiencing progressive loss of near vision with age.
As well as highlighting the practical barriers to accessing glasses, our formative research revealed that many people in the low-income target group have concerns that wearing glasses may be interpreted by others as a sign of vanity or that once you start wearing glasses, you cannot stop and become a “prisoner” of glasses. We identified the perception that glasses are for rich and/or educated people and are therefore not useful for farmers or those living in rural areas, where there is the belief that if someone wears glasses, they are showing off. Our campaign content seeks to address such perceptions, as well as focusing on supply-side barriers like diagnosis, availability, and price.
In order to have a positive impact on eyehealth, our campaign is making viewers aware of how to access our affordable glasses via local pharmacies, as well as the benefits of wearing glasses.
Saturation
A first for DMI, this campaign tackles both demand and supply-side problems. Our radio spots, broadcast in Rufumbira and Kakwa languages on two community radio stations, will raise awareness, change perceptions, and create demand for reading glasses.
As well as using radio broadcast to generate demand, we are also tackling supply-sider barriers to uptake. To tackle practical issues around access to reading glasses, DMI is working with VisionSpring to provide low-cost glasses to pharmacies in intervention zones. We have selected 12 pharmacies who will sell glasses at a cost of approximately $2 USD, significantly lower than the market average price. We are providing branding and promotional materials under the brand name ClearClear, which will be placed at points of sale to further generate interest and demand.
As well as conducting a quantitative comparison across intervention and control zones, DMI will track sales from participating vendors via district-level supervisors who monitor sales on a weekly basis. This will allow us to understand how sales react to the campaign over time and to estimate the statistical significance of the impact of our campaign.
This section will be updated once results are available.
We are grateful to the Livelihood Impact Fund for funding this campaign, and to VisionSpring for partnering with us to provide glasses.