Can Mass Media Campaigns Reduce Child Mortality

Study Overview
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Brief Summary
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A cluster-randomised trial will be undertaken in Burkina Faso to investigate whether a comprehensive mass media campaign using local radio stations can change behaviours on a scale large enough to result in measurable and sustainable reductions in under-five child mortality. It is hypothesised that as a result of the scale and multi-pronged nature of the campaign, reductions of between 10% and 20% in child mortality will be achieved.

Detailed Description
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The evaluation is conducted in 14 geographical locations throughout Burkina Faso. Seven of these 14 clusters have been randomly allocated to receive the mass media intervention while the remaining 7 clusters will serve as controls. Data collection includes household surveys in all 14 clusters at three key times: At baseline: Before the implementation of the intervention, between December 2011 and February 2012 to measure the current level of child mortality and evaluate current knowledge and behaviours of relevance to child health. At midline: Fifteen months after implementation of the intervention to evaluate the coverage of the intervention (in the intervention clusters) and, in each cluster, knowledge and behaviours. At endline: Two and a half years after implementation of the intervention to evaluate intervention coverage (in the intervention clusters), knowledge and behaviours and child mortality.

Official Title
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Can Mass Media Campaigns Reduce Child Mortality

Conditions
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Diarrhoea, Malaria, Pneumonia, Breastfeeding, Under-nutrition

Intervention / Treatment
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* Behavioral: Local radio campaign to reduce under-five child mortality


Participation Criteria
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Eligibility Criteria
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Inclusion Criteria: Residence in study clusters Exclusion Criteria: None

Ages Eligible for Study
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Maximum Age: 5 Years

Sexes Eligible for Study
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All

Accepts Healthy Volunteers
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Accepts Healthy Volunteers

Study Plan
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How is the study designed?
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Design Details

Allocation: Randomized
Intervention Model: Parallel Assignment
Masking: None (Open Label)


Arms and Interventions

| Participant Group/Arm | Intervention/Treatment |
| --- | --- |
| Active Comparator: intervention<br>seven clusters where radio media campaign will be broadcast. | Behavioral: Local radio campaign to reduce under-five child mortality<br>* The media campaign is designed by Development Media International. It includes short spots and long format programs broadcast by rural community radios. Major topics to be addressed include: diarrhoea, water and sanitation, acute respiratory infections, fever/malaria, antenatal consultations, delivery in health facilities, breastfeeding, and child nutrition. The intervention is planned to start in March 2012 after completion of fieldwork for the baseline survey and will continue for 2.5 years.<br>|
| No Intervention: control<br>Seven clusters where radio media campaign won't be broadcast. | |

What is the study measuring?
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Primary Outcome Measures

| Outcome Measure | Measure Description | Time Frame |
| --- | --- | --- |
| Post neonatal under-five all cause mortality |  | 1 year | 

Secondary Outcome Measures

| Outcome Measure | Measure Description | Time Frame |
| --- | --- | --- |
| Under-5 child all cause mortality |  | 1year | 
| Preventive behaviours for main causes of under-five children mortality | Antenatal consultations during the last pregnancy which lasts more than 6 months and place of delivery Breastfeeding practices for the youngest under-five child Behaviours to prevent cases of diarrhoea and malaria in the youngest under-five child | 1 year | 
| Knowledge | Knowledge about danger signs during pregnancy, delivery and in young ill children Knowledge about preventive measure against malaria during pregnancy Knowledge about recommended breastfeeding behaviours Knowledge about transmission of malaria and diarrhoea Knowledge about health care seeking behaviours in young children suffering from diarrhoea, bad cough | 30-36 months after the start of the intervention | 
| Cost-effectiveness of mass media campaigns in terms of dollars per disability-adjusted life year (DALY) averted |  | 1 year | 
| Curative behaviours for main causes of under-five children mortality | Health care behaviours to treat cases of diarrhoea, fever, cough and respiratory difficulties in the youngest under-five child during the 15 previous days | 15 days | 

 Terms related to the study
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Keywords Provided by Centre Hospitalier Valida
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Cluster-randomised trial, Comprehensive mass media campaign, Rural community radio, Under-five child mortality, Preventive and curative behaviours, Burkina Faso, Health care seeking behavior, Childbirth