Socially marketing micronutrients: Caregiver recall of a multi‐channel communications campaign in Bolivia

Abstract

We designed and implemented a communications campaign in Bolivia, in partnership with the Ministry of Health and Sports, to increase demand and appropriate use of micronutrient supplements for children as part of the national Zero Malnutrition Program. The full campaign (TV and radio ads and print materials) was implemented in prioritized municipalities and only mass media was implemented in non‐prioritized municipalities (prioritization was based on population size, supplement coverage and anemia burden). We aimed to assess caregiver recall of the communications campaign, with and without community‐level print communication. 9 mo after campaign dissemination, we conducted a household‐level survey with caregivers of young children 6‐23 mo of age (n=363) in randomly selected prioritized (n=19) and non‐prioritized (n=18) municipalities. We administered a questionnaire on campaign exposure and related knowledge, attitudes and practices, and showed images of materials to facilitate recall. 30% of caregivers surveyed reported recall of the campaign, which was higher in urban than rural areas (37 vs 23%, p<.05) and higher in prioritized than non‐prioritized areas (37 vs 19%, p<.05). Ownership of TV was 84% and radio was 75%. Median daily use of each was 2 h. Overall recall of TV ads was 17% and radio was 9% (20 vs 13%, p=.1 and 7 vs 12%, p=.07 in prioritized and non‐prioritized areas, respectively). Recall of TV and radio ads was lower than expected, based on high TV and radio ownership and formative research findings which identified these mass media channels (stations and hours) as the preferred form of receiving health information.Funding: Micronutrient Initiative