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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 5 The next analyses examined unaided recall by of each of four specific messages: TIBF, EBF, TCF, and LAM (Table 1). Showing the greatest memorability, the TCF spot was recalled by nearly twice as many respondents in the program areas (49%) compared to the control areas (24%). There was no significant difference in recall of the other spots by area. It should be noted, that unaided recall of the TCF may be higher than the other spots, because this theme received the most creative support and was played the more often than the other messages. Table 1. Unaided Recall of Infant Feeding Message Among all Respondents Program Control Radio Campaign Message Recall Percent (%) Percent (%) Heard advice on radio about feeding young children N=197 N=153 Yes *** 74 52 Recalled at least 1 key breastfeeding/LAM Message N=195 N=149 Yes *** 65 39 Recalled Specific breastfeeding/LAM Message N=195 N=149 Timely initiation of breastfeeding 6 8 Exclusive breastfeeding 8 7 Timely complementary feeding *** 49 24 Lactational Amenorrhea Method 8 3 Significant differences between Program and Control * p<0.05; ** p<0.01; *** p<0.001 Aided Recall of Specific PROCOSI/LINKAGES Campaign Spots Aided recall measures were obtained through a two step process. First, the respondent listened to a 10 second clip of the music that accompanied the campaign’s Abuela Juana mini-drama, which discussed each of the campaign’s four key messages. The music was used to prime the survey respondents who were aksed if they recognised the music. After listening to the muisc, the respondents were read a bried description of each of four testimonial spots and asked whether or not they had heard the spot on the radio. As expected, aided recall for each spot was higher than the unaided recall response (Table 3). Across all respondents, using the aided recall procedure, 40% recalled the TIBF spot, 36% the EBF spot, 35% the TCF spot, and 30% the LAM spot. As with the unaided recall questions, program area respondents reported significantly higher recall of the TCF and LAM spots. Table 3. Aided Recall of Specific PROCOSI/LINKAGES Campaign Spots Positive Aided Recall of Radio Spots (spot name) Program N=187 Control N=146 % % Timely initiation of breastfeeding (Felicia) 42 37 Exclusive breastfeeding (Flor ) 35 37 Timely complementary feeding (Rosario) * 38 32 Lactational Amenorrhea Method (Julieta) ** 36 23 Significant differences between Program and Control * p<0.05; ** p<0.01; *** p<0.001 Knowledge About Child Feeding Practices Looking at knowledge of the various child feeding practices, reveals that respondents in the program areas had significantly greater knowledge compared to those in the control areas (Table 4). Specifically,

Authors: Maxwell, Kimberly., Borwanker, Reena. and Gonzalez Yucra, Oscar.
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Bolivian Media Campaign: For Stronger and Healthier Children
5
The next analyses examined unaided recall by of each of four specific messages: TIBF, EBF, TCF, and
LAM (Table 1). Showing the greatest memorability, the TCF spot was recalled by nearly twice as many
respondents in the program areas (49%) compared to the control areas (24%). There was no significant
difference in recall of the other spots by area. It should be noted, that unaided recall of the TCF may be
higher than the other spots, because this theme received the most creative support and was played the
more often than the other messages.

Table 1. Unaided Recall of Infant Feeding Message Among all Respondents
Program
Control
Radio Campaign Message Recall
Percent (%)
Percent (%)
Heard advice on radio about feeding young children
N=197
N=153
Yes
***
74
52
Recalled at least 1 key breastfeeding/LAM Message
N=195
N=149
Yes
***
65
39
Recalled Specific breastfeeding/LAM Message
N=195
N=149
Timely initiation of breastfeeding
6
8
Exclusive breastfeeding
8
7
Timely complementary feeding
***
49
24
Lactational Amenorrhea Method
8
3
Significant differences between Program and Control
*
p<0.05;
**
p<0.01;
***
p<0.001
Aided Recall of Specific PROCOSI/LINKAGES Campaign Spots

Aided recall measures were obtained through a two step process. First, the respondent listened to a 10
second clip of the music that accompanied the campaign’s Abuela Juana mini-drama, which discussed
each of the campaign’s four key messages. The music was used to prime the survey respondents who
were aksed if they recognised the music. After listening to the muisc, the respondents were read a bried
description of each of four testimonial spots and asked whether or not they had heard the spot on the
radio. As expected, aided recall for each spot was higher than the unaided recall response (Table 3).
Across all respondents, using the aided recall procedure, 40% recalled the TIBF spot, 36% the EBF spot,
35% the TCF spot, and 30% the LAM spot. As with the unaided recall questions, program area
respondents reported significantly higher recall of the TCF and LAM spots.

Table 3. Aided Recall of Specific PROCOSI/LINKAGES Campaign Spots
Positive Aided Recall of Radio Spots (spot name)
Program
N=187
Control
N=146
%
%
Timely initiation of breastfeeding (Felicia)
42
37
Exclusive breastfeeding (Flor )
35
37
Timely complementary feeding (Rosario)
*
38
32
Lactational Amenorrhea Method (Julieta)
**
36
23
Significant differences between Program and Control
*
p<0.05;
**
p<0.01;
***
p<0.001
Knowledge About Child Feeding Practices
Looking at knowledge of the various child feeding practices, reveals that respondents in the program
areas had significantly greater knowledge compared to those in the control areas (Table 4). Specifically,


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