All Academic, Inc. Research Logo

Info/CitationFAQResearchAll Academic Inc.
Document

EVALUATION OF A BOLIVIAN RADIO BROADCASTING CAMPAIGN: 'FOR STRONGER AND HEALTHIER CHILDREN'
Unformatted Document Text:  Bolivian Media Campaign: For Stronger and Healthier Children 2 III. METHODOLOGY 1. Messages and Media Plan The PROCOSI/LINKAGES interventions focus on improving priority breastfeeding and young child feeding practices in three regions of Bolivia (Atiplano, Valle, and Llano). In 1999, material development workshops were held in these three eco-regions , providing an information base from which to design messages targeting the key behaviors previously identified through a behavior change workshop held in 1998. The messages focused on four behaviors: Timely initiation of breast feeding within 1 hour after birth (TIBF); exclusive breastfeeding until 6 months (EBF); timely complementary feeding (TCF) for infants 6-9 months when semi-solid and solid foods are introduced into the baby’s diet; and Lactational Amenorrhea Method (LAM) when pregnancy can be delayed by meeting the 3 criteria of LAM (no return of menses, baby is fully or nearly fully breastfed, and the baby is less than 6 months old). The messages were adapted to the cultural characteristics of each of three eco- regions and translated into three languages (Aymará; Quechua and Spanish) by a creative team. Once the message points were developed, creative materials were produced. A combination of media components were created for each theme. These included fifteen 30-second spots, six testimonial spots of 6-10 minutes, six folk songs and four mini-dramas of 15-20 minutes. More detailed information is provided in Appendix 1. The media campaign was aired in three distinct phases from June 2000-April 2002. The campaign was first aired from June to October, 2000. The second phase of the radio campaign was conducted between August and November, 2001 and the final booster campaign was conducted in March and April, 2002. Eighteen radio stations of the ERBOL network participated in the campaign to ensure that the target audience heard the campaign throughout the country. The radio campaign was monitored by the network of non-government organizations (NGOs) working under PROCOSI/LINKAGES. 2. Sample The campaign’s target audience consisted of mothers with children under 24 months and pregnant women. The total population residing in the area covered by PROCOSI/LINKAGES was approximately one million, of which close to 20% comprise the target population of women between the ages of 15 and 45. 1 The control group consisted of women who lived in communities that did not receive the package of infant feeding, maternal nutrition, and LAM interventions sponsored by PROCOSI/LINKAGES, but lived in areas served by the radio campaign. To detect a statistically significant difference of 15% with a 95% confidence level in BCM/LAM knowledge between the campaign’s target populations in the program and control areas, the sample recruit size was set at 210 for both the program and control areas (Cole et al 1991). The sampling frame involved several steps. Eight NGOs in the program area were selected because they had received a high level of support from PROCOSI/LINKAGES and were based in regions covered by the radio campaign. The number of communities to be sampled per NGO was proportionate to population coverage. Communities were randomly selected, with five randomly selected households per community were to be surveyed. Although 420 interviews were initially planned, only 384 questionnaires were actually obtained due to a combination of logistical difficulties or the inability in some communities to locate enough women meeting the survey inclusion criteria (women with a child under 24 months or currently pregnant, who at least occasionally listen to the radio). Ultimately, only 351 interviews (197 in the program area and 154 in the control group) could be used for the analysis. Some 1 Population coverage estimates are based on each NGO’s catchment area for Women of Reproductive Age and children under 24 months. The total estimate for WRA in 1999 was 196,167 and for children < 2 it was 46,310. From this, the total catchment population of 1 million was calculated.

Authors: Maxwell, Kimberly., Borwanker, Reena. and Gonzalez Yucra, Oscar.
first   previous   Page 4 of 17   next   last



background image
Bolivian Media Campaign: For Stronger and Healthier Children
2
III.
METHODOLOGY

1. Messages and Media Plan

The PROCOSI/LINKAGES interventions focus on improving priority breastfeeding and young child
feeding practices in three regions of Bolivia (Atiplano, Valle, and Llano). In 1999, material development
workshops were held in these three eco-regions , providing an information base from which to design
messages targeting the key behaviors previously identified through a behavior change workshop held in
1998. The messages focused on four behaviors: Timely initiation of breast feeding within 1 hour after
birth (TIBF); exclusive breastfeeding until 6 months (EBF); timely complementary feeding (TCF) for
infants 6-9 months when semi-solid and solid foods are introduced into the baby’s diet; and Lactational
Amenorrhea Method (LAM) when pregnancy can be delayed by meeting the 3 criteria of LAM (no return
of menses, baby is fully or nearly fully breastfed, and the baby is less than 6 months old).

The messages were adapted to the cultural characteristics of each of three eco- regions and translated into
three languages (Aymará; Quechua and Spanish) by a creative team. Once the message points were
developed, creative materials were produced. A combination of media components were created for each
theme. These included fifteen 30-second spots, six testimonial spots of 6-10 minutes, six folk songs and
four mini-dramas of 15-20 minutes. More detailed information is provided in Appendix 1.

The media campaign was aired in three distinct phases from June 2000-April 2002. The campaign was
first aired from June to October, 2000. The second phase of the radio campaign was conducted between
August and November, 2001 and the final booster campaign was conducted in March and April, 2002.
Eighteen radio stations of the ERBOL network participated in the campaign to ensure that the target
audience heard the campaign throughout the country. The radio campaign was monitored by the network
of non-government organizations (NGOs) working under PROCOSI/LINKAGES.

2. Sample

The campaign’s target audience consisted of mothers with children under 24 months and pregnant
women. The total population residing in the area covered by PROCOSI/LINKAGES was approximately
one million, of which close to 20% comprise the target population of women between the ages of 15 and
45.
1
The control group consisted of women who lived in communities that did not receive the package of
infant feeding, maternal nutrition, and LAM interventions sponsored by PROCOSI/LINKAGES, but lived
in areas served by the radio campaign. To detect a statistically significant difference of 15% with a 95%
confidence level in BCM/LAM knowledge between the campaign’s target populations in the program and
control areas, the sample recruit size was set at 210 for both the program and control areas (Cole et al
1991). The sampling frame involved several steps. Eight NGOs in the program area were selected
because they had received a high level of support from PROCOSI/LINKAGES and were based in regions
covered by the radio campaign. The number of communities to be sampled per NGO was proportionate
to population coverage. Communities were randomly selected, with five randomly selected households
per community were to be surveyed. Although 420 interviews were initially planned, only 384
questionnaires were actually obtained due to a combination of logistical difficulties or the inability in
some communities to locate enough women meeting the survey inclusion criteria (women with a child
under 24 months or currently pregnant, who at least occasionally listen to the radio). Ultimately, only 351
interviews (197 in the program area and 154 in the control group) could be used for the analysis. Some
1
Population coverage estimates are based on each NGO’s catchment area for Women of Reproductive Age and
children under 24 months. The total estimate for WRA in 1999 was 196,167 and for children < 2 it was 46,310.
From this, the total catchment population of 1 million was calculated.


Convention
All Academic Convention makes running your annual conference simple and cost effective. It is your online solution for abstract management, peer review, and scheduling for your annual meeting or convention.
Submission - Custom fields, multiple submission types, tracks, audio visual, multiple upload formats, automatic conversion to pdf.
Review - Peer Review, Bulk reviewer assignment, bulk emails, ranking, z-score statistics, and multiple worksheets!
Reports - Many standard and custom reports generated while you wait. Print programs with participant indexes, event grids, and more!
Scheduling - Flexible and convenient grid scheduling within rooms and buildings. Conflict checking and advanced filtering.
Communication - Bulk email tools to help your administrators send reminders and responses. Use form letters, a message center, and much more!
Management - Search tools, duplicate people management, editing tools, submission transfers, many tools to manage a variety of conference management headaches!
Click here for more information.

first   previous   Page 4 of 17   next   last

©2012 All Academic, Inc.