FundraisingproposalforaradiocampaigninGuinea,MaliandNiger

Saving15,500children’slivesfor$870each

BasedonasuccessfulrandomisedcontrolledtrialinBurkinaFaso

THEPROBLEM:CHILDDEATHSINWESTAFRICAIn2015,600,000childrenunderfiveinWestandCentralAfricadiedfrompneumonia,malariaordiarrhoea.Thesediseasescanbetreatedwithsimple,availableinterventions(antibiotics,antimalarialsandoralrehydrationsalts).

However,two-thirdsofWestAfricanchildrenwithsymptomsofthesediseasesarenoteventakentoahealthfacilityfortreatmentbytheirparents.Investmentsinthesupply-side(healthfacilities,staffandmedications)havenotbeenmatchedbydemand-sideinvestments inknowledgeandbehaviours.Consequently,manyparentsdonotrecognizethesymptomsortheseverityofthesediseases,anddonotseektreatment.

ASOLUTION:HOWRADIOCANSAVELIVESMassmediacampaignsarepotentiallyapowerfulandcost-effectivetoolforchanginghealthbehaviours atscale.However,untilnow,therehasbeenlimitedevidencethattheyactuallywork.

Tosolvethis,DMIandtheLondonSchoolofHygiene&TropicalMedicineranathree-year,$12mrandomised controlledtrialinBurkinaFasototesttheimpactofaradiocampaignpromotingfamilybehaviours toreduceunder-fivemortality.Wecomparedbehavioursbeforeandafterthecampaigninseveninterventionzones,wherewebroadcastdailyadvertsanddramasonlocalradiostations(blue),andinsevencontrolzones(red).

BURKINAFASOWESTAFRICA

Interventionzones

Controlzones

ASOLUTION:HOWRADIOCANSAVELIVESTheradiocampaignledtoa35%increaseinhealthfacilityvisitsforchildrenwithsymptomsofpneumonia,malariaanddiarrhoea ininterventionzonescomparedtocontrolzones(p<0.001)inthefirstyear.Italsoincreasedantenatalcareattendanceandfacilitydeliveriesby6%and7%respectively(p=0.004).

ModellingusingtheLivesSavedToolsuggeststhatthisbehaviour changeledtoa7.5%reductioninunder-fivemortalityininterventionzones,atacostof$25perdisability-adjustedlifeyear (or$750perlifesaved).

Thissuggeststhatchildsurvivalradiocampaignsareoneofthemostcost-effectiveglobalhealthinterventions.

OURAPPROACH:MAXIMISINGIMPACTToensurethatmediacampaignshavethedesiredimpactonbehaviours (andthereforeonthenumberoflivessaved),wehavedevelopedamethodologyfordesigning,runningandevaluatingthosecampaigns:

Saturation+

- Saturation- Science- Stories

Webelievethatallthreeelementsarenecessaryforensuringthatmediacampaignsareeffective(and,ultimately,cost-effective,evenifitmeansthattheyaremoreexpensiveintheimmediatesense).

Saturation+

Saturation

Broadcastspots8+timesperdayonradioand3+timesperdayontelevision

Broadcastinlanguagesthat75%+ofthetargetaudiencecanunderstandwell

Broadcastonstationsviewedorheardatleastweeklyby 75%+ofthemediaaudience

Science

Usemathematicalmodellingtoestimatetheimpactofeachmessage

Allocateairtimetoeachmessagebasedprimarilyonpredictedimpact

Measureandattributeimpactusingrobustevaluations

Stories

Integrateformativeresearchfindingsintothecreativewritingprocess

Ensureemotionalclimaxofdramasreflectskeybarrierstobehaviourchange

Testallmaterialsbeforeandafterbroadcasttocheckmessageclarityandimpact

OURPROPOSAL:SCALINGUPINWESTAFRICAWenowplantoscaleupourchildsurvivalworkinWestAfrica.Tobeginwith,weareraisingfundsforthree-yearradiocampaignsinGuinea,MaliandNiger.Ourfundraisingtargetis$13.5m(whichwillsave15,500children’slivesfor$870each).

Ourmathematicalmodel(basedonourBurkinaFasoRCTresultsandtheLivesSavedTool)predictsthatthree-yeartreatment-seekingmediacampaignsfocusedonpneumonia,diarrhoea andmalariaineightWestAfricancountrieswillsave67,000children'slives,atacostof$48m.Thisisequivalentto$715perlifesaved,or$24perdisability-adjustedlifeyear(DALY)added,makingradiooneofthemostcost-effectivewaysofreducingunder-fivemortality.

Country Livessaved Costperlifesaved Cost perDALY

Benin 4,611 $846 $28.19

Cameroon 5,873 $919 $30.65

Chad 2,959 $1,521 $50.69

Côted'Ivoire 4,447 $1,349 $44.97

Guinea 3,364 $1,338 $44.59

Mali 6,582 $684 $22.79

Niger 5,608 $802 $26.75

Nigeria 34,111 $440 $14.66

TOTAL 67,556 $715 $23.83

ABOUTDEVELOPMENTMEDIAINTERNATIONALDevelopmentMediaInternational(DMI)runsradio,television andmobilecampaignstochangebehaviours andimprovelivesindevelopingcountries.

Webuildtheevidencebaseformediabehaviour changecampaigns. Wehaverunaground-breakingrandomised controlledtrialofachildsurvivalradiocampaign.Where robustevidenceofimpactalreadyexists,werunmediacampaignsthatreachmillionsofpeople.

Wearerecommendedonthebasisofourhealthimpact,evidencebaseandcost-effectivenessbyGiveWell.

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