Exposure to different types of mass media and timing of antenatal care initiation: insights from the 2016 Uganda Demographic and Health Survey

Abstract

Background Early initiation of antenatal care (ANC) within the first trimester is highly recommended in the current 2016 World Health Organization (WHO) guidelines. Mass media has the potential to promote early initiation of ANC because it has been used successfully in several programs. However, there is paucity of literature on the effect of exposure to different types of media on the timing of ANC initiation in Uganda. Our study aimed at exploring associations between exposure to different types of mass media and timing of ANC initiation among women in Uganda. Methods We used a cross sectional study design, to conduct a secondary analysis of data collected in the 2016 Uganda Demographic and Health Survey (UDHS). We included weighted data of all the 10,152 women of reproductive age (15–49 years). Multistage stratified sampling was used to select study participants. Multivariable logistic regression was used to determine the association between exposure to different types of mass media and early initiation of ANC. Results Almost a third of the women (2953/10,152, 29.1%, 95% CI 27.9–29.6) initiated their first ANC contact in the first trimester. Women who listened to radio at least once a week (adjusted OR (aOR 1.14, 95% CI 1.01–1.30) and those who watched television less than once a week (aOR 1.28, 95% CI 1.07–1.53) had higher odds of initiating ANC earlier compared to their counterparts not exposed to radio and television respectively. Conclusion Exposure to radio and television is associated with timing of ANC initiation in Uganda. Importantly, the two types of mass media have the potential to reach women with low levels of education and encourage them to utilize maternal health services. The Ugandan government needs to prioritize and intensify the use of radio and television to promote the benefits associated with timing of ANC initiation.

Continuum of care for maternal health in Uganda: A national cross-sectional study

“…So, it would be an interesting variable to add in future surveys because of the enormous advantages it carries over the traditional media [ 65 ]. In line with earlier studies [ 69 ], our current analysis shows that there are variations in the influence of different types of mass media, with radio and television being more effective and the policy makers may need to pay attention it [ 67 ]. Much as this analysis of secondary data did not reveal any association between socioeconomic status and the complete continuum of maternal care, exposure to mass media may be interpreted as a proxy indicator for women more likely to be of a higher social economic status and more likely to use maternal services [ 70 ].…”

Factors associated with utilization of quality antenatal care: a secondary data analysis of Rwandan Demographic Health Survey 2020

“…Exposure to newspapers/magazines was associated with higher odds of receiving all ANC components. Previous studies have showed a positive association between exposure to mass media and maternal health utilisation including ANC [ 58 – 61 ]. Exposure to mass media leads to positive health seeking behavioral changes through sharing information about the benefits of timely and frequent ANC contacts [ 3 , 58 ].…”

Dimensions of women empowerment on access to antenatal care in Uganda: A further analysis of the Uganda demographic health survey 2016

“…1,2 Majority of these maternal deaths are preventable through skilled birth attendance and increased antenatal care (ANC) contacts. 1,3,4 Focussed ANC has been shown to increase the likelihood of skilled birth attendance 5,6 and also gives health workers an opportunity to advise pregnant women on essential pregnancy care to reduce malnutrition, stillbirths, maternal mortality and morbidity, and neonatal deaths. 1,7 Proper access to ANC has been shown to reduce maternal mortality by up to 8 per 1000 live births.…”

“…8 Although the number of contacts does not guarantee good quality of ANC, in theory, the more points of contact that a woman has with a well-functioning and effective health system, the higher the likelihood of earlier prevention, detection and treatment of potential pregnancy complications. 3,8 ANC quality is tracked by three dimensions: the number of visits, timing of initiation and content of the care received. 9 The timing of initiation of ANC, ANC provider and the total number of ANC contacts have been shown to affect the content and quality of ANC received.…”

“…Globally, over half of maternal mortalities are due to pregnancy‐related complications and over 90% of these deaths are from low‐ and middle‐income countries 1,2 . Majority of these maternal deaths are preventable through skilled birth attendance and increased antenatal care (ANC) contacts 1,3,4 . Focussed ANC has been shown to increase the likelihood of skilled birth attendance 5,6 and also gives health workers an opportunity to advise pregnant women on essential pregnancy care to reduce malnutrition, stillbirths, maternal mortality and morbidity, and neonatal deaths 1,7 …”