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EVALUATION OF A BOLIVIAN RADIO BROADCASTING CAMPAIGN: 'FOR STRONGER AND HEALTHIER CHILDREN'
Unformatted Document Text:  Bolivian Media Campaign: For Stronger and Healthier Children 9 initiation of breastfeeding and exclusive breastfeeding) when we look at all respondents regardless of their child’s age (Table 8). However, when the data is limited to respondents with children in an age range that is appropriate for a specific behavior, for women with children less than 12 months or 0 to 6 months, knowledge is comparable between the program and control areas for women who recalled the ads. These results are extended when we examined appropriate behavior among women who recalled the spots (Table 9). Together these knowledge and behavior results for women with children of specific ages suggest that the radio campaign successfully delivered its message to specific target audiences. In other words, women may have been primed by their child’s age to listen to specific messages that pertained to their child. We hypothesize that knowledge among all women, regardless of their child’s age, may have been greater in the program area because these respondents were exposed to various PROCOSI/LINKAGES interventions that complemented the radio campaign. Table 8. Respondents with Correct Knowledge by Postive Spot Recall and Program Area Radio Spot Recall % % Knowledge Program Control Timley initiation of breastfeeding N=79 N=54 All Respondents * 85 70 Respondents with children 0-<12 months 84 (38) 80 (20) Exclusive breastfeeding N=64 N=54 All Respondents *Respondents with children 0-<6 months (N) 84 94(17) 69 82 (11) Timely complementary breastfeeding: all respondents N=70 N=46 General TCF knowledge 83 83 Liquids * 75 58 Soups 81 72 Thick Soup 83 70 Solids 76 65 Significant differences between Program and Control * p<0.05; ** p<0.01; *** p<0.001 Table 9. Respondents with Correct Practice by Postive Spot Recall and Program Area Radio Spot Recall % % Practice Program Control Timely initiation of breastfeeding N=38 N=20 Respondents with children 0-<12 months 72 65 Exclusive breastfeeding N=17 N=11 Respondents with children 0-<6 months 71 73 Timely complementary breastfeeding N=16 N=3 Respondents with children 0-<6 months 81 100 Significant differences between Program and Control * p<0.05; ** p<0.01; *** p<0.001 There is another useful way to look at the effects of the media campaign. Examining the knowledge gap between all women in the control and program areas also reveals the effects of the media campaign. Specifically, the analyses show that the knowledge gap is reduced among those who recalled the TIBF spot (Graph A). That is, the knowledge gap between those in the program and control areas diminished from 24% among those who did not recall the spot to 4% among those who recalled the TIBF spot.

Authors: Maxwell, Kimberly., Borwanker, Reena. and Gonzalez Yucra, Oscar.
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Bolivian Media Campaign: For Stronger and Healthier Children
9
initiation of breastfeeding and exclusive breastfeeding) when we look at all respondents regardless of
their child’s age (Table 8). However, when the data is limited to respondents with children in an age
range that is appropriate for a specific behavior, for women with children less than 12 months or 0 to 6
months, knowledge is comparable between the program and control areas for women who recalled the
ads. These results are extended when we examined appropriate behavior among women who recalled the
spots (Table 9). Together these knowledge and behavior results for women with children of specific ages
suggest that the radio campaign successfully delivered its message to specific target audiences. In other
words, women may have been primed by their child’s age to listen to specific messages that pertained to
their child. We hypothesize that knowledge among all women, regardless of their child’s age, may have
been greater in the program area because these respondents were exposed to various
PROCOSI/LINKAGES interventions that complemented the radio campaign.

Table 8. Respondents with Correct Knowledge by Postive Spot Recall and Program Area
Radio Spot Recall
%
%
Knowledge
Program
Control
Timley initiation of breastfeeding
N=79
N=54
All Respondents *
85
70
Respondents with children 0-<12 months
84 (38)
80 (20)
Exclusive breastfeeding
N=64
N=54
All Respondents *
Respondents with children 0-<6 months (N)
84
94(17)
69
82 (11)
Timely complementary breastfeeding: all respondents
N=70
N=46
General TCF knowledge
83
83
Liquids *
75
58
Soups
81
72
Thick Soup
83
70
Solids
76
65
Significant differences between Program and Control
*
p<0.05;
**
p<0.01;
***
p<0.001
Table 9. Respondents with Correct Practice by Postive Spot Recall and Program Area
Radio Spot Recall
%
%
Practice
Program
Control
Timely initiation of breastfeeding
N=38
N=20
Respondents with children 0-<12 months
72
65
Exclusive breastfeeding
N=17
N=11
Respondents with children 0-<6 months
71
73
Timely complementary breastfeeding
N=16
N=3
Respondents with children 0-<6 months
81
100
Significant differences between Program and Control
*
p<0.05;
**
p<0.01;
***
p<0.001
There is another useful way to look at the effects of the media campaign. Examining the knowledge gap
between all women in the control and program areas also reveals the effects of the media campaign.
Specifically, the analyses show that the knowledge gap is reduced among those who recalled the TIBF
spot (Graph A). That is, the knowledge gap between those in the program and control areas diminished
from 24% among those who did not recall the spot to 4% among those who recalled the TIBF spot.


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