Media and Messages for Nutrition and Health : Assessing Media Appropriateness for Nutrition and Health-Related Social and Behavior Change Communication in Four High Stunting-Burden Provinces of Lao PDR

Mbuya, Nkosinathi V.N. ; Calleja, Ramon V., Jr. ; Morimoto, Tomo ; Thitsy, Sophavanh

World Bank, Washington, DC

关键词: MEDIA AUDIT;    MASS MEDIA CAMPAIGN;    UNDERNUTRITION;    STUNTING;    BEHAVIOR CHANGE;   

RP-ID  :  151497

学科分类：社会科学、人文和艺术（综合）

来源: World Bank Open Knowledge Repository

【 摘 要 】

The Lao People’s Democratic Republic(Lao PDR) has experienced rapid and significant economicgrowth over the past decade. However, poor nutritionaloutcomes remain a concern. Rates of childhood undernutritionare particularly high in remote, rural, and upland areas.Media have the potential to play an important role inshaping health and nutrition–related behaviors and practicesas well as in promoting sociocultural and economicdevelopment that might contribute to improved nutritionaloutcomes. This report presents the results of a media audit(MA) that was conducted to inform the development andproduction of mass media advocacy and communicationstrategies and materials with a focus on maternal and childhealth and nutrition that would reach the most people fromthe poorest communities in northern Lao PDR. Making morepeople aware of useful information, essential services andproducts and influencing them to use these effectively isthe ultimate goal of mass media campaigns, and the MAmeasures the potential effectiveness of media efforts toreach this goal. The effectiveness of communication channelsto deliver health and nutrition messages to targetbeneficiaries to ensure maximum reach and uptake can beviewed in terms of preferences, satisfaction, and trust.Overall, the four most accessed media channels for receivinginformation among communities in the study areas werevillage announcements, mobile phones, television, andout-of-home (OOH) media. Of the accessed media channels, thetop three most preferred channels were village announcements(40 percent), television (26 percent), and mobile phones (19percent). In terms of trust, village announcements were themost trusted source of information (64 percent), followed bymobile phones (14 percent) and television (11 percent).Hence of all the media channels, village announcements arethe most preferred, have the most satisfied users, and arethe most trusted source of information in study communitiesfrom four provinces in Lao PDR with some of the highestburden of childhood undernutrition.