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
The Lao People’s Democratic Republic (Lao PDR) has experienced rapid and significant economic growth over the past decade. However, poor nutritional outcomes remain a concern. Rates of childhood undernutrition are particularly high in remote, rural...
| Main Authors: | , , , |
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| Format: | Working Paper |
| Language: | English |
| Published: |
World Bank, Washington, DC
2020
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| Subjects: | |
| Online Access: | http://documents.worldbank.org/curated/en/294151596703862885/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 http://hdl.handle.net/10986/34363 |
| Summary: | The Lao People’s Democratic Republic
(Lao PDR) has experienced rapid and significant economic
growth over the past decade. However, poor nutritional
outcomes remain a concern. Rates of childhood undernutrition
are particularly high in remote, rural, and upland areas.
Media have the potential to play an important role in
shaping health and nutrition–related behaviors and practices
as well as in promoting sociocultural and economic
development that might contribute to improved nutritional
outcomes. This report presents the results of a media audit
(MA) that was conducted to inform the development and
production of mass media advocacy and communication
strategies and materials with a focus on maternal and child
health and nutrition that would reach the most people from
the poorest communities in northern Lao PDR. Making more
people aware of useful information, essential services and
products and influencing them to use these effectively is
the ultimate goal of mass media campaigns, and the MA
measures the potential effectiveness of media efforts to
reach this goal. The effectiveness of communication channels
to deliver health and nutrition messages to target
beneficiaries to ensure maximum reach and uptake can be
viewed in terms of preferences, satisfaction, and trust.
Overall, the four most accessed media channels for receiving
information among communities in the study areas were
village announcements, mobile phones, television, and
out-of-home (OOH) media. Of the accessed media channels, the
top three most preferred channels were village announcements
(40 percent), television (26 percent), and mobile phones (19
percent). In terms of trust, village announcements were the
most trusted source of information (64 percent), followed by
mobile phones (14 percent) and television (11 percent).
Hence of all the media channels, village announcements are
the most preferred, have the most satisfied users, and are
the most trusted source of information in study communities
from four provinces in Lao PDR with some of the highest
burden of childhood undernutrition. |
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