What is the Barriers to Making Cell Phone Services More Effective for Infant and Young Child Feeding Promotion

Abstract

Introduction: In Bangladesh cell phone uses has been increasing rapidly; each two people having at least one cell phone. To promote infant and young child feeding (IYCF) practicing, BRAC took an initiative to utilize the cell phone in the Alive and Thrive (A&T) project at beneficiaries’ level. The pusti kormis (PKs) are given some remuneration to operate their cell phone for IYCF services. A&T project delivered about 1.9 million stickers including PKs’ contact number expecting for more responses from beneficiaries regarding IYCF issues to improve IYCF practices, which was not at satisfactory level. Objective: To identify barriers associated with low response from beneficiaries who are receiving IYCF services and recommended thereby. Method: A qualitative study was conducted in five upazilas of Manikganj and Meherpur districts. The PKs (received incentives on cell phone) and mothers/caregivers enrolled for intervention under A&T programme were selected for interview. Findings: The study revealed that in-spite of well services by cell phone to promote IYCF services there were hindering some barriers like; load-shading, mothers inadequate skills to operate mobile phone, family members influence particularly elderly and husbands, who perceived to call the PKs on child feeding issues was unnecessary, some mothers and PKs did not have their own cell phone, lack of awareness among mothers / caregiver and family members on IYCF practices, etc. The PKs remuneration was not enough to communicate over cell phone. Conclusion: PK’s Cell phone remuneration needs to increase. Mothers and their family member’s awareness need to be strengthened.