Mwanzo Bora: Can Public Service Announcements (PSAs) Improve Maternal and Child Healthcare Practices in Tanzania?

"A qualitative study in March 2015 showed that the PSAs produced by local radio stations with the support of BBC Media Action contributed to increasing knowledge on the importance of the recommended practices, to shift attitudes, especially amongst key influencers in the household, and resulted in positive shifts in uptake."

This is one of the findings outlined in this 2-page research summary, which discusses a series of public service announcements (PSAs) produced with the support of BBC Media Action as part of the Mwanzo Bora integrated nutrition programme in Tanzania. BBC Media Action worked with three local radio stations to produce PSAs focusing on seeking early antenatal care, exclusive breastfeeding for the first six months, and complementary feeding of babies over six months. The research summary discusses key findings from a qualitative research study conducted in the broadcast areas.

Research showed that audiences found the "PSAs to be trustworthy and credible." The findings suggest that the PSAs communicated new knowledge in some cases, reinforced information and behaviours that audiences had been exposed to elsewhere, encouraged discussion, and influenced behaviours. As stated in the study report, "The PSAs contributed to relevant behavioural changes in all three healthcare practices or provided the incentive to do so by discussing the benefits for mother and child." However, the brief also identifies some continuing barriers to adopting healthcare practices - for example, persisting attitudes that discourage men’s involvement in maternal and child health, issues of workload and lack of a healthy diet related to women's ability to exclusively breastfeed, and affordability for families to provide diverse foods for their babies.

Overall, the research showed that "audiences thought the PSAs improved their understanding of the importance and benefits of the recommended practices. It also contributed to shifting beliefs amongst spouses and key influencers such as mothers and mothers-in-law and allowed for discussion on these matters. These factors, and the view that the information was consistent with some of the information given at the clinic, reinforced the importance of these practices and resulted in some audiences putting into practice these behaviours."