Mass radio campaign saves children's lives in Africa

LONDON – A mass radio campaign in Burkina Faso has resulted in a significant increase in the number of sick children who have received medical attention and could prove to be One of the most cost-effective ways to save young lives. The results of a trial involving a radio campaign in rural areas to promote the search for three of the biggest killers of children under five – malaria, pneumonia and diarrhea – were announced by researchers. "This study shows that using the media to drive people to health centers is actually more profitable than almost anything on earth in terms of saving the lives of children," said Roy Head. , who co-directed

"And that makes sense – it affects millions of people at a time – but it's the first time it shows up in a scientific essay."

The radio campaign, according to researchers saturation It was broadcast in Burkina Faso between 2012 and 2015.

It aired on seven radio stations within a radius of about 50 kilometers, while seven others were broadcast over a period of about 50 kilometers. the radio stations did not broadcast the campaign and served as witnesses for the comparison.

Routine data from health facilities were then analyzed for changes in treatment seeking, with more than 1.1 million views and deliveries evaluated. Results – published in the British Medical Journal (BMJ) World Health Tuesday – showed a significant increase in the adoption of rescue behaviors for specific targeted diseases.

Diagnosis rates for malaria, pneumonia, and diarrhea increased significantly over the three years of the study, including a 107% increase in diagnoses of diarrhea during the third year and a 565 increase in malaria diagnoses in the first year.

The researchers said that there was no change in detection rates of diseases not covered by the radio campaign, such as coughs and colds.

Using a mathematical modeling tool, the team estimated a mortality reduction of 9.7% 5.7% in the second year and 5.5% in the third year, which represents about 3,000 lives saved thanks to the campaign.

"Pneumonia, malaria and diarrhea are three of the biggest killers of children in sub-Saharan Africa," said Simon Cousens, professor at the London School of Hygiene and Tropical Medicine. , who co-directed the work.

"This research provides evidence that the mass media have an important role to play in persuading parents to seek life-saving treatment for children."