Exploring the Gender-Specific Impact of Educational Film on Maternal and Child Health Knowledge and Behavior: A Qualitative Study in Serenje District, Zambia

Abstract

Background Educational film is a communication tool that helps to present complex information simply and clearly, keeping audiences interested for longer and helping to reinforce important learning. Medical Aid Films produces educational films targeted at communities and health workers, with a focus on maternal and child health (MCH) content. Pilot work suggests that film screenings have attracted male as well as female viewers and have started to increase male involvement in MCH care. We explored stakeholder perspectives and gender-specific responses to educational films screened in a rural district of Serenje, Zambia. Methods A qualitative study using focus group discussions and in-depth interviews with men and women who had viewed the films at least once, and key informant interviews with health workers who helped deliver the film screenings. Thematic framework analysis was used to derive themes and subthemes, and illustrative quotes are used to substantiate interpretation of the findings. Results Men’s and women’s perspectives are clustered around the influence of the films on knowledge and behavior in relation to MCH topics and male involvement and overall community responses to the films. The three themes summarizing key informant perspectives relate to their impressions of the influence of the films on male involvement in MCH and their views on using film to deliver heath information. Conclusion Educational films have the potential to improve women’s and men’s knowledge and awareness of MCH topics, including healthy nutrition and welfare of women during pregnancy, the need to seek skilled care during pregnancy and for childbirth, and the importance of male involvement in supporting the care of women and children. Before widespread implementation, decisions must be made about whether and how to integrate the films with community health education programs, the needs, values, and preferences of men and women and how to present and deliver the film content in a way that maximizes participation of men and women in MCH but does not undermine women’s rights, autonomy, or safety.

Contextualising men’s role and participation in PMTCT programmes in Malawi and Zambia: A hegemonic masculinity perspective

“…This is not unique to this study but a general challenge in the medical literature (Russell, 2019;Sileo et al, 2018). There is a need to invest in research on innovative methods and technologies that would help reach men to play research and practical roles in PMTCT programmes (Gibbs et al, 2020;Mweemba et al, 2021). Further, the emerging issues of men's emotional support and care in maternal child health programmes, in the context of marginalised and subordinate masculinities, requires further research (Comrie- Thomson et al, 2020;Gibbs et al, 2020;Madhavan et al, 2018).…”

Acceptability and feasibility of video-based health education for maternal and infant health in Dirashe District, South Ethiopia: A qualitative study

“…The acceptability in this study considered several indicators: i) relevance (i.e., whether the video intervention answers the needs of the mothers and community) [ 25 , 26 ], ii) how easy it was to implement the intervention/practicability [ 22 , 27 , 28 ]; iii) was it culturally appropriate [ 25 – 28 ], and vi) was it easy to understand [ 25 ]. The results of our study are in line with previous studies [ 22 , 28 ] that assessed acceptability from different perspectives.…”

“…Culturally respectful interventions are more likely to be accepted [ 22 , 27 , 28 ]. A study conducted in Zambia identified that acceptability is increased, and behavior change is enhanced when video-based health education interventions are implemented in the same setting and use similar cultural characteristics [ 26 ].…”

A narrative literature review on media and maternal health in Africa

“…The need for the effective dissemination of health information and education through media advocacy is increasingly important in view of the high rates of mortality, morbidity, and undernutrition of mothers throughout Africa (UNICEF, 2016b). There is a consensus in the literature surveyed that media intervention at the community level impacts the behaviors, health practices, and health knowledge and beliefs of African communities (Ahinkorah et al, 2020; Gallo, 2021; Mweemba et al, 2021; Nwagbara, 2017; Odorume, 2015; Sowa et al, 2018; C. O. F. Zamawe et al, 2016).…”

“…The literature reveals the relative effectiveness of different traditional media in promoting maternal health through access to health information due to wide coverage. Classical traditional media such as print and electronic media are proven means of maternal health knowledge and awareness in sub‐Saharan Africa (Ahinkorah et al, 2020; Asp et al, 2014; Atakiti & Ojomo, 2015; Gallo, 2021; Mweemba et al, 2021; Odorume, 2015; Sowa et al, 2018; United Nation Educational, Scientific and Cultural Organization [UNESCO], 2013; Waithaka, 2013; C. O. F. Zamawe et al, 2016).…”