The Saturation + Approach to Behavior Change: Case Study of a Child Survival Radio Campaign in Burkina Faso
| Autor: | Cathryn Wood, Souleymane Salouka, Mireille Belem, Joanna Murray, Pieter Remes, Rita Ilboudo, Roy Head, Will Snell, Matthew Lavoie, Laurent Deboise |
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| Rok vydání: | 2015 |
| Předmět: |
Adult
Economic growth Behavior change communication Cost-Benefit Analysis Health Behavior 030231 tropical medicine Population Health Promotion 03 medical and health sciences 0302 clinical medicine Burkina Faso Infant Mortality Health care Humans Medicine Mass Media 030212 general & internal medicine Marketing Child education Developing Countries Health policy Mass media education.field_of_study business.industry Communication Health Policy Behavior change Child Health Infant General Medicine Radio 3. Good health Child Preschool Child Mortality Female Original Article Implementation research Program Design Language business |
| Zdroj: | Global Health: Science and Practice |
| ISSN: | 2169-575X |
| DOI: | 10.9745/ghsp-d-15-00049 |
| Popis: | This randomized radio campaign focused on the 3 principles of the Saturation+ approach to behavior change: (1) saturation (high exposure to messages), (2) science (basing design on data and modeling), and (3) creative storytelling. Locally developed short spots and longer dramas targeted multiple child survival-related behaviors and were delivered entirely by local radio stations. Innovative partnerships with radio stations provided free airtime in return for training, equipment, and investment in solar power. A 35-month cluster randomized controlled trial was conducted in Burkina Faso to test whether a radio campaign focused on child health, broadcast between March 2012 and January 2015, could reduce under-5 mortality. This paper describes the design and implementation of the mass media intervention in detail, including the Saturation+ principles that underpinned the approach, the creative process, the lessons learned, and recommendations for implementing this intervention at scale. The Saturation+ approach focuses on the 3 core principles of saturation (ensuring high exposure to campaign messages), science (basing campaign design on data and modeling), and stories (focusing the dramatic climax on the target behavior) to maximize the impact of behavior change campaigns. In Burkina Faso, creative partnerships with local radio stations helped us obtain free airtime in exchange for training and investing in alternative energy supplies to solve frequent energy problems faced by the stations. The campaign used both short spots and longer drama formats, but we consider the short spots as a higher priority to retain during scale-up, as they are more cost-effective than longer formats and have the potential to ensure higher exposure of the population to the messages. The implementation research synthesized in this paper is designed to enable the effective adoption and integration of evidence-based behavior change communication interventions into health care policy and practice. |
| Databáze: | OpenAIRE |
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