Which communication technology is effective for promoting reproductive health? Television, radio, and mobile phones in sub-Saharan Africa

Abstract

The use of radio and television as means to spread reproductive health awareness in Sub-Saharan Africa has been extensive, and its impacts significant. More recently, other means of communication, such as mobile phones, have received the attention of researchers and policy makers as health communication tools. However, evidence on which of the two types of communication (i.e. passive communication from TV/radio, or active communication through phones) is more effective in fostering better reproductive health choices is sparse. This study aims to identify the potential influence of TV or radio ownership as opposed to cell phone ownership on contraceptive use and access to maternal healthcare. Cross-sectional, individual analysis from eleven high-maternal mortality Sub-Saharan African countries is conducted. A total of 78,000 women in union are included in the analysis. Results indicate that ownership of TV or radio is more weakly correlated to better outcomes than mobile phone ownership is. Results are stronger for lower educated women and robust across all levels of wealth. Interestingly, the study also finds that decision-making power is a relevant mediator of cell phone ownership on contraceptive use, but not on maternal healthcare access. A key takeaway from the study is that, while the role of television and radio appears to have diminished in recent years, mobile phones have become a key tool for empowerment and behavioural change among Sub-Saharan African women. Health communication policies should be designed to take into account the now prominent role of mobile phones in affecting health behaviours.

Factors associated with family planning use among refugee and host populations in Adjumani district, West Nile, Uganda: a comparative study

“…However, the refugees who atleast completed primary level education were more likely to use FP. This concurs with several studies [ 31 – 33 ] which showed that education has the greatest influence on FP use because of knowledge, empowerment, economic status and autonomy hence increased ability to maintain FP method. This demonstrates the fact that low educational level or no education is associated with less empowerment to make own decision but rather rely on a husband or believing on cultural norms.…”

Access to quality contraceptive counselling among adolescent girls and young women in sub-Saharan Africa

“…A similar finding was reported in a previous study in Ethiopia [ 43 ]. The importance of radio in promoting sexual and reproductive health education and practices in SSA has been highlighted in several studies [ 43 , 49 , 50 ]. Local radio stations in SSA commonly engage resource persons to educate the public on important health matters such as contraception [ 51 ], which could improve women’s ability to access quality contraceptive counselling.…”

Maternal Mortality in Africa: Regional Trends (2000–2017)

“…A study in Rwanda showed that mothers were the group that had the most significant influence on the decision of pregnant women to seek care [ 117 ]. In Africa, mobile phones are displacing radio and television as a means of social communication [ 118 ]. Mass media and educational interventions based on SMS and voice message reminders should be used to increase pregnant women’s prenatal visits [ 119 , 120 ].…”