fundraising proposal for a radio campaign in guinea, mali ... · fundraising proposal for a radio...
TRANSCRIPT
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.
FUNDERSANDPARTNERSOFDMICAMPAIGNS
CONTACTUSTOFINDOUTMORE