228067 Integrating mass media and community-based approaches to promote the use of insecticide-treated bednets in Tanzania

Monday, November 8, 2010 : 3:24 PM - 3:42 PM

Marc Boulay, PhD , Center for Communication Programs, Johns Hopkins Bloomberg School of Public Health, Baltimore, MD
Michelle Kaufman, PhD , Center for Communication Programs, Johns Hopkins Bloomberg School of Public Health, Baltimore, MD
Waziri Nyoni, MSc , Center for Communication Programs, Johns Hopkins Bloomberg School of Public Health, Dar es Salaam, Tanzania
James Kajuna, MA , Tanzania Office, Population Services International, Dar es Salaam, Tanzania
Robert Ainslie, MA , Center for Communication Program, Tanzania Field Office, Johns Hopkins Bloomberg School of Public Health, Dar es Salaam, Tanzania
Jane Miller, PhD , Tanzania Office, Population Services International, Dar es Salaam, Tanzania
Hannah Koenker, MPH , Center for Communication Programs, Johns Hopkins Bloomberg School of Public Health, Baltimore, MD
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.

Learning Areas:
Communication and informatics
Conduct evaluation related to programs, research, and other areas of practice
Implementation of health education strategies, interventions and programs
Program planning
Public health or related education
Social and behavioral sciences

Learning Objectives:
Describe the Extended Parallel Processing Model and its potential for informing communication messages promoting insecticide-treated bednets Evaluate the relative and joint effectiveness of community-based and mass media approaches promoting the use of insecticide-treated bednets

Keywords: Communication, Disease Prevention

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I am qualified to present because I am currently the research officer directing the evaluation of the COMMIT project in Tanzania
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.