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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 12 Graph E. Exclusive Breastfeeding Practice by Spot Recall and Program Area for Women with Children who are Younger than 6 Months, N=68 48 63 71 73 0 10 20 30 40 50 60 70 80 % Respondents with correct practice no recall recall Program Control * p<.05, **p<.01 Graph F. Timely Complementary Feeding Practice by Spot Recall and Program Area for Women with Children who are 6-10 Months old, N=63 84 90 81 100 0 20 40 60 80 100 % Respondents with correct practice no recall recall Program Control * p<.05, **p<.01 IV. Limitations, Recommendations and Conclusions Limitations This media campaign and its subsequent evaluation has several limitations. Most notably, was the absence of a baseline measure. However, evaluators have acknowledged that this is a common problem when evaluating large multi-faceted media campaigns, and is something that can be worked around by having a control group as this study did (Hornik, 2002). Second, the limited sample sizes did not allow for powerful analyses of the specific behaviors for mothers with children in corresponding age ranges. Third, the survey did not ask if respondents in the program area had participated in any program specific interventions, such as mother-to-mother support groups, home visits from health promoters or group talks. Recommendations To alleviate the above referenced limitations, future campaign organizers and evaluators should consider four points. First, if conducting another campaign in Bolivia, the sponsors may want to air more spots during the morning news slots when most respondents report listening to the radio. Second, it would be useful to obtain a baseline measure. A baseline survey would enable evaluators to determine what effect a

Authors: Maxwell, Kimberly., Borwanker, Reena. and Gonzalez Yucra, Oscar.
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Bolivian Media Campaign: For Stronger and Healthier Children
12
Graph E. Exclusive Breastfeeding Practice by Spot Recall and Program Area for Women with Children
who are Younger than 6 Months, N=68
48
63
71
73
0
10
20
30
40
50
60
70
80
% Respondents
with correct
practice
no recall
recall
Program
Control
* p<.05, **p<.01
Graph F. Timely Complementary Feeding Practice by Spot Recall and Program Area for Women with
Children who are 6-10 Months old, N=63
84
90
81
100
0
20
40
60
80
100
% Respondents
with correct
practice
no recall
recall
Program
Control
* p<.05, **p<.01
IV. Limitations, Recommendations and Conclusions

Limitations
This media campaign and its subsequent evaluation has several limitations. Most notably, was the
absence of a baseline measure. However, evaluators have acknowledged that this is a common problem
when evaluating large multi-faceted media campaigns, and is something that can be worked around by
having a control group as this study did (Hornik, 2002). Second, the limited sample sizes did not allow
for powerful analyses of the specific behaviors for mothers with children in corresponding age ranges.
Third, the survey did not ask if respondents in the program area had participated in any program specific
interventions, such as mother-to-mother support groups, home visits from health promoters or group
talks.

Recommendations

To alleviate the above referenced limitations, future campaign organizers and evaluators should consider
four points. First, if conducting another campaign in Bolivia, the sponsors may want to air more spots
during the morning news slots when most respondents report listening to the radio. Second, it would be
useful to obtain a baseline measure. A baseline survey would enable evaluators to determine what effect a


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