DMI

Location Child survival, Family planning

Samala Umoyo

Objective

Following extensive research and modelling, we identified Zambia as a priority country for reproductive, maternal, newborn, and child health (RMNCH) campaigning. Samala Umoyo (“protect your health” in Nyanja) is DMI’s first RMNCH campaign in Zambia. 

Locations

Zambia

Themes

Child survival – encouraging treatment seeking for children with symptoms of malaria, pneumonia or diarrhoea 

Maternal health – promoting antenatal care and appropriate nutrition during pregnancy  

Family planning – raising awareness of modern contraceptives, delayed first pregnancy, and birth spacing 

Formats

28 x radio spots in seven local languages 

Scope

This project will run from April 2024 to March 2026, with our national radio campaign broadcasting from August 2024 for 18 months.   

Estimated reach

4.6 million

Our Approach

Science

Understanding the local context

We have identified Zambia as a priority country for SBC child survival and maternal health campaigning following extensive research and modelling. Zambia has a much higher than average rate of child mortality (58 in every 1,000 children (UN IGME, 2023)), with three of the biggest causes of under-five deaths being diarrhoeal diseases, lower respiratory infections, and malaria (IHME, 2021). Roughly one third of children under five in Zambia do not receive oral rehydration sachets when they have diarrhoea, and 48% did not sleep under an insecticide-treated mosquito net as a form of malaria prevention the night prior to the survey (UNICEF, 2023). Alongside treatment for and prevention of these three diseases, our campaign will cover maternal health and family planning behaviours. 

Stories

Holistic campaign messaging

Our RMNCH campaign adopts a holistic approach to improving health outcomes for women and children. By integrating messaging across reproductive, maternal, newborn, and child health, the campaign addresses key areas such as family planning, safe childbirth practices, and the prevention and treatment of common childhood illnesses. This comprehensive strategy reflects the interconnectedness of these health areas and by addressing them simultaneously, the campaign will promote sustained health improvements for both mothers and their children across Zambia. 

Saturation

18 MONTHS, 28 SPOTS, 7 LANGUAGES

To reach the maximum number of people across Zambia, we are working with ZNBC Radio 1, as well as a combination of commercial and community-based radio stations. Our radio spots will be broadcast up to 10 times a day during peak listening hours, ensuring consistent exposure over a period of 18 months. Broadcasting our messages in Zambia’s seven official vernacular languages – Bemba, Nyanja, Kaonde, Lozi, Lunda, Luvale, and Tonga – will ensure that our campaign reaches millions of Zambians with DMI’s life-saving content. This multilingual approach will help ensure that vital health information is accessible to communities throughout the country, enhancing the campaign’s impact on RMNCH. 

Project impact

Evaluation plans

The impact of our project will be assessed using a new approach to DMI which will explore the social diffusion of campaign messages and changes in social norms beliefs using a cohort of people who will be surveyed at baseline and endline.  

Partners & Funders

We are grateful to James Percy Foundation and several unrestricted donors for contributing to this project. 

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