DMI

Impact 50 Million People. 9 Countries. 365 days a year. How do we know it makes a difference?

Impact highlights

We have conducted several randomised controlled trials (RCTs) to test the impact of media campaigns on behaviours relating to child survival, family planning, and early childhood development (ECD). The are the first RCTs to prove that mass media can change crucial behaviours.

Scaling up

Can these findings be extrapolated to other countries? Yes. We have delivered campaigns addressing the same themes in many countries across sub-Saharan Africa, all of which show (using non-experimental designs) a strong impact.

Further evidence

We have even more data, originally published in The Lancet in 2015, which shows evidence of impact across Asia, Africa and South America. You can read more about these interventions in the PDF below.

DMI: Further Evidence of Impact
MCH
TUBERCULOSIS
LEPROSY
TRACHOMA

CAMBODIA: Maternal and Child Health

2003 - 2006 Pregnant women using iron supplements

REPORTED BEHAVIOUR

BASELINE: 10%
ENDLINE: 44%

CAMBODIA: Maternal and Child Health

2003 - 2006 Pregnant women attending ante-natal check-ups

REPORTED BEHAVIOUR

BASELINE: 63%
ENDLINE: 76%

INDIA: Maternal and Child Health

2009 Women planning to give birth in a health facility

REPORTED BEHAVIOUR

BASELINE: 76%
ENDLINE: 91%

INDIA: Maternal and Child Health

2009 Baby breastfed within an hour of birth

REPORTED BEHAVIOUR

BASELINE: 77%
ENDLINE: 91%

ETHIOPIA: Trachoma

2002 - 2005 Children observed with clean hands

OBSERVED BEHAVIOUR

BASELINE: 26%
ENDLINE: 74%

ETHIOPIA: Trachoma

2002 - 2005 Trachoma prevalence (in areas receiving no antibiotics)

OBSERVED BEHAVIOUR

ENDLINE: 52%
BASELINE 70%

NEPAL: Trachoma

2002 - 2003 Children observed with clean hands

OBSERVED BEHAVIOUR

BASELINE 67%
ENDLINE: 90%

NEPAL: Trachoma

2002 - 2003 Households reporting eye problems within last year

REPORTED BEHAVIOUR

ENDLINE: 29%
BASELINE: 64%

INDIA: Leprosy

1999 - 2000 People unwilling to sit beside person with leprosy.

REPORTED BEHAVIOUR

ENDLINE: 27%
BASELINE: 47%

BRAZIL: Leprosy

2003 Calls to leprosy hotline

OBSERVED BEHAVIOUR

BASELINE: 6 PER DAY
ENDLINE: 477 PER DAY

BRAZIL: Tuberculosis

2006 Nationwide diagnostic tests 3 months before and after campaign

OBSERVED BEHAVIOUR

BASELINE: 248,464
ENDLINE: 312,781