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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 Abstract A Bolivian national radio campaign for women with children less than 24 months of age and pregnant women was implemented from June 2000 through April 2002. This evaluation studied the effects of the third booster campaign (March through April 2002) on women in areas served by the PROCOSI/LINKAGES program interventions with effects on women in the control areas that were not served by the PROCOSI/LINKAGES program. In-person surveys were conducted with 351 respondents. Unaided recall of any campaign message was 65% meeting the program’s criteria for success. Additional analyses showed that knowledge and practice levels for three of the campaign’s four behavior messages (timely initiation of breastfeeding, exclusive breastfeeding, and timely complementary feeding) were generally higher in the program area. When ad recall was taken into account, the results reveal that the radio campaign was successful. Knowledge and behavior gaps diminished among women in the program and control areas who recalled the campaign’s message spots. Findings suggest that radio is a powerful way to improve child feeding practices and improve child health in remote regions of Bolivia. #

Authors: Maxwell, Kimberly., Borwanker, Reena. and Gonzalez Yucra, Oscar.
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Bolivian Media Campaign: For Stronger and Healthier Children
Abstract
A Bolivian national radio campaign for women with children less than 24 months of age and pregnant
women was implemented from June 2000 through April 2002. This evaluation studied the effects of the
third booster campaign (March through April 2002) on women in areas served by the
PROCOSI/LINKAGES program interventions with effects on women in the control areas that were not
served by the PROCOSI/LINKAGES program. In-person surveys were conducted with 351 respondents.
Unaided recall of any campaign message was 65% meeting the program’s criteria for success. Additional
analyses showed that knowledge and practice levels for three of the campaign’s four behavior messages
(timely initiation of breastfeeding, exclusive breastfeeding, and timely complementary feeding) were
generally higher in the program area. When ad recall was taken into account, the results reveal that the
radio campaign was successful. Knowledge and behavior gaps diminished among women in the program
and control areas who recalled the campaign’s message spots. Findings suggest that radio is a powerful
way to improve child feeding practices and improve child health in remote regions of Bolivia.
#


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