“Media Strategies to Reduce Mortality” (English)

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Roy Head. “Media Strategies to Reduce Mortality.” (English)

Presentations to the Second Stakeholders Meeting on Implementing the Recommendations of the Commission on Information and Accountability for Women's and Children's Health, Ottawa.

Session 4A: Advocacy and Outreach (Global Actions)

21-22 November 2011

Published in: Travel, News & Politics
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“Media Strategies to Reduce Mortality” (English)

  1. 1. Media Strategies to Reduce MortalityRoy HeadManaging DirectorDevelopment Media Internationalwww.developmentmedia.net
  2. 2. Impact on behaviour (Cambodia) A dose response Parents reporting washing their childrens hands to prevent diarrhoea100 90 80 70 60 No 50 40 Yes 30 20 21.7 25.2 28.4 10 10 0 Baseline (2004) Low exposure Medium High exposure (2006) exposure (2006) (2006)
  3. 3. Impact on service uptake (ANC care, Cambodia) A dose response Pregnant women only
  4. 4. Impact on observed behaviours (Ethiopia)Trachoma/hygiene campaigns conducted in Ethiopia, LSHTM published survey Baseline Endline (2002) (2005)Observed impact: dirty hands 73.7 26.0observed impact: dirty scalp or hair 47.3 21.8Trachoma prevalence (in areas receiving no antibiotics) 72.0 51.6Ocular discharge (no antibiotics) 50.8 16.0* Edwards et al, Ophthalmology. 2006 Apr;113(4):548-55, and Tropical Medicine and International Health, Vol.13, no.4 pp556-565. Sample size 2008. P-values calculated, ranging from p<0.001 to p=0.17
  5. 5. Moving away from verticalityJanuary: MalariaFebruary: DiarrhoeaMarch: PneumoniaApril: BreastfeedingMay: ImmunisationJune: NutritionJuly: Ante-natal care etc
  6. 6. But can we reduce mortality?Original Research:DMI + Prof. Simon Cousens (LSHTM), Anne Mills (LSHTM)Based on statistical models created forThe Lancet’s 2003 and 2005 series.
  7. 7. The model’s predictions Child deaths Media Lives saved Reduction inCountry Cost/DALY (pa) penetration (pa) mortalityBangladesh 183,000 67.3 36,517 13.2% $2.88Ethiopia 321,000 28.1 26,787 6.9% $3.43Ghana 55,000 86.0 13,228 15.7% $8.00Kenya 189,000 85.1 31,286 17.9% $3.50Malawi 56,000 77.8 9,591 14.1% $9.59Mozambique 110,000 63.8 17,039 14.4% $5.92Tanzania 175,000 68.8 27,161 14.4% $3.41[1] Total number of under-five deaths in 2008. Source: Countdown to 2015.[2] Percentage of men and women (averaged) who listen to the radio or watch television at least once a week. Source: DHS (year varies by country).[3] Number of child (under-five) lives we expect to save each year by running a campaign, from the third year of a campaign onwards. Source: DMI.[4] Reduction in under-five mortality rate from the third year of a campaign onwards. Source: DMI.[5] Cost per disability-adjusted life year. Source: DMI.
  8. 8. A scientific trial (Burkina Faso)
  9. 9. Media for information and accountability1. Media for behaviour change as part of health systems: (Save 1.1 million lives by implementing campaigns in 10 countries)2. Media to promote services and entitlements (eg. civil registration, ANC)3. Media to promote accountability: Phone-ins (“In the hot seat”) Culture of health as political issue Holy grail of media economics… www.developmentmedia.net

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