Socially Marketing Micronutrients: The Development of a Multi-channel Communications Campaign in Bolivia

Abstract

Objectives: To describe the process for developing a national multi-channel communications campaign, emphasizing mass media, to increase demand and utilization of micronutrient supplements for women and children in Bolivia as part of the national Programa Multisectorial Desnutrición Cero. Methods: The design of campaign materials and messages was informed by a baseline knowledge, attitude, and practice (KAP) assessment (n=452), conducted in four departments. Findings were used, along with channel analysis, to develop a dissemination plan. Draft materials were field-tested using focus groups (n=12) with target audiences (n=120) and modified based on feedback. All activities were carried-out in collaboration with the Ministry of Health and Sports. Results: The baseline KAP survey showed variation across different micronutrient supplements and departments, for example any knowledge of vitamin A ranged from 55-100% and any knowledge of therapeutic zinc for diarrhoea or stunting ranged from 10-30%. Television and radio were the preferred channels for receiving health and nutrition information, including on services available. Field-testing of draft materials found generally high acceptance and valuing of the materials; feedback led to modifications which increased emphasis on enablers for how to conduct the recommended practices. Final materials included television and radio advertisements, road-side billboards, health center banners, and calendars for caregivers. Conclusions: A national multi-channel communications campaign to promote micronutrient supplementation was developed.  After seven months of implementation, an endline survey will be conducted to assess the association between campaign exposure and KAP, which will allow us to understand the potential influence of each communication channel on coverage and utilization of micronutrient supplements.