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
DMI can cost-effectively save thousands of children’s lives by changing parental behaviours in Mozambique. Scaling Up Lives Saved in Mozambique aims to do just that. It is a 2-year expansion and extension of Intensaúde, our previous national child survival campaign in Mozambique. It follows promising preliminary results of Intensaúde’s impact evaluation and is predicted to save 2,300 lives.
Child survival and maternal health: encouraging parents to seek treatment for children with symptoms of malaria, pneumonia or diarrhoea. Encouraging bed net use and antenatal care attendance.
26 x 1-minute radio spots, produced in 12 languages, 5 x 1-minute live action films, 1 x 6 minute film for community health workers
Our radio campaign will be broadcast from November 2020 to September 2022 on 66 radio stations including the national broadcaster, Radio Moçambique. Our live action audio-visual outputs will be broadcast on a national TV station and distributed through SD cards, and the ‘UpScale’ app via community health workers (APEs).
Modelling from our child survival RCT indicated that a national scale up of our child survival radio campaign in Mozambique could save thousands of lives of children under-5 by encouraging their parents to recognise the symptoms of malaria, pneumonia and diarrhoea and to seek treatment at a health facility. Intensaúde, our preceding child survival campaign in Mozambique set out to achieve just that. Saving Lives Mozambique is a 2-year extension of that campaign, integrating key learnings from Intensaúde to ensure greater reach and impact.
To ensure greater adoption of important health behaviours, we created spots that encourage bed net use and malaria prevention, as well as spots encouraging antenatal care attendance for pregnant mothers. We have also created audio-visual content to convey more complex messages and distributed them to hard-to-reach communities outside the range of radio. And finally, following an in-depth exposure analysis of Intensaúde, we increased our community radio broadcasting to multiply our reach and impact in each province.
For this campaign, we conducted focus group discussions with families in Gaza, Manica, Tete, Nampula and Zambezia provinces to understand the barriers to care-seeking for malaria, pneumonia and diarrhoea as well as malaria prevention and antenatal care attendance for pregnant mothers. These barriers included a lack of awareness of symptoms, use of traditional medicine, distance to health centre, and uncertainty about how urgently they should act. Based on these insights, our team in Mozambique wrote 24 scripts covering key behaviours that parents can adopt to fight these diseases. We also conducted focus group discussions to help us write 20 scripts promoting antenatal care and maternal health. We worked with Radio Moçambique to record each of these scripts in the 12 most widely spoken languages in the country, producing a total of 312 radio spots.
We pretested our spots in five provinces to ensure they resonated with our target audience, adjusting our spots where necessary. We are currently broadcasting this child survival campaign for 18 months on 66 radio stations, including Radio Moçambique’s (RM) national antenna, 11 RM provincial stations with high listenership. We will also conduct post-broadcast feedback research to gather audience reactions. These findings will be incorporated into our scriptwriting when writing more spots.
Watch the video
Listen to the spot
A game you can’t lose
We will survey over 1,500 mothers at baseline and endline to gather data on exposure to our campaign as well as on knowledge, attitudes and behaviours related to child survival and treatment-seeking for malaria, pneumonia and diarrhoea. We are also collecting and analysing health facility data on the number of consultations for malaria, pneumonia and diarrhoea across these provinces.
We are grateful to the Light Foundation for funding this project.
We are delivering a similar national campaign in Burkina Faso and are actively seeking to expand our child survival programming in Tanzania and West Africa.