Integrating mass media and community-based approaches to promote the use of insecticide-treated bednets in Tanzania

Malaria causes an estimated 70,000 deaths in Tanzania each year. While the use of insecticide-treated bed nets (ITNs) can decrease the incidence of both uncomplicated and severe malaria, only 38 percent of households in Tanzania own at least one ITN and only 25 percent of children under five years of age sleep under an ITN. Begun in 2008, the COMMIT project, funded by USAID, integrates mass media and community-based activities to increase both individual's perceptions of the threat posed by malaria and their confidence in their ability to take actions that effectively counter this threat. Through these perceptions, the project aims to persuade households to obtain and use ITNs. Initial survey data were collected from two pilot regions in 2009, one year following the start of the community-based activities. In this survey, individuals exposed to community-level activities had greater perceptions of the threat of malaria and were more confident in their ability to obtain and use ITNs. Consistent with theoretical predictions, perceived threat was positively associated with ITN use among individuals with high confidence and negatively associated with ITN use among individuals with low confidence. A second survey will be fielded in 2010, one year following the introduction of the mass media component of the project. The presentation will incorporate results from the upcoming 2010 survey to assess the combined effects of mass media and community-based activities on perceptions and use of ITNs. The presentation will offer lessons in message development and channel selection for other malaria prevention programs.