Factors influencing the uptake of a mass media intervention to improve child feeding in Bangladesh

Abstract

Mass media are increasingly used to deliver health messages to promote social and behaviour change, but there has been little evidence of mass media use for improving a set of child feeding practices, other than campaigns to promote breastfeeding. This study aimed to examine the factors influencing the uptake of infant and young child feeding messages promoted in TV spots that were launched and aired nationwide in Bangladesh. We conducted a mixed‐methods study, using household surveys (n = 2,000) and semistructured interviews (n = 251) with mothers of children 0–23.9 months and other household members. Factors associated with TV spot viewing and comprehension were analysed using multivariable logistic regression models, and interview transcripts were analysed by systematic coding and iterative summaries. Exposure ranged from 36% to 62% across 6 TV spots, with comprehension ranging from 33% to 96% among those who viewed the spots. Factors associated with comprehension of TV spot messages included younger maternal age and receipt of home visits by frontline health workers. Three direct narrative spots showed correct message recall and strong believability, identification, and feasibility of practicing the recommended behaviours. Two spots that used a metaphorical and indirect narrative style were not well understood by respondents. Understanding the differences in the uptake factors may help to explain variability of impacts and ways to improve the design and implementation of mass media strategies.

Association Between Exclusive Breastfeeding and Infant Health Outcomes in Pakistan

“…The findings of this study support the practice of exclusive breastfeeding in infants to reduce the odds of having diarrheal and infectious diseases. Since infectious diseases are a common cause of morbidity and mortality in infants worldwide (WHO, 2017) the implementation of breastfeeding promotional campaigns can potentially save millions of lives, especially in countries where access to readily available pediatric healthcare and adequate infant nutrition is not easily attained (Kim et al, 2018;Leruth et al, 2017).…”

“…Diarrhea and respiratory infections are the worldwide leading causes of death among young children, claiming approximately 800,000 and 1.4 million lives under the age of 5 years, respectfully (Lanata et al, 2013;Liu et al, 2012). Multiple reviews have recommended that promotion of breastfeeding is one the most important interventions for reducing prevalence of diarrhea and respiratory infections among children (American Academy of Pediatrics, 2012; Kim et al, 2018;Leruth, Goodman, Bragg, & Gray, 2017;Mahon, Claxton, & Wood, 2016;Pokhrel et al, 2015). Human milk contains antimicrobial and immunologic properties via antibodies passed from the exposed mother to her infant, aiding in digestion, growth and protection against infections (Cacho & Lawrence, 2017;Horta, Victora, & Organization, 2013;Hsu & Nanan, 2018;Munblit et al, 2019).…”

Engaging family members in maternal, infant and young child nutrition activities in low‐ and middle‐income countries: A systematic scoping review

“…Ten studies used mass media, including community loud speakers, radio, television and print. While much of this content reached whole communities, some interventions designed messages specifically for male partners or other family members (Bich et al, 2014 ; S. S. Kim, Nguyen, et al, 2018 ; S. S. Kim, Roopnaraine, et al, 2018 ; Menon et al, 2016 ).…”

Pattern of Complementary Feeding Practices among Mothers Attending at a Tertiary Level Hospital in Bangladesh

“…This could be a result of countless TV and radio channels that rarely circulate any informative program regarding proper feeding practices of the children. Previous studies have also suggested that mass media interventions for spreading information regarding child feeding play little role in feeding practices 17,18 .…”