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ORIGINAL ARTICLE
Open Access

The Saturation+ Approach to Behavior Change: Case Study of a Child Survival Radio Campaign in Burkina Faso

Joanna Murray, Pieter Remes, Rita Ilboudo, Mireille Belem, Souleymane Salouka, Will Snell, Cathryn Wood, Matthew Lavoie, Laurent Deboise and Roy Head
Global Health: Science and Practice December 2015, 3(4):544-556; https://doi.org/10.9745/GHSP-D-15-00049
Joanna Murray
aDevelopment Media International, London, UK
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Pieter Remes
bDevelopment Media International, Ouagadougou, Burkina Faso
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Rita Ilboudo
bDevelopment Media International, Ouagadougou, Burkina Faso
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Mireille Belem
bDevelopment Media International, Ouagadougou, Burkina Faso
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Souleymane Salouka
bDevelopment Media International, Ouagadougou, Burkina Faso
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Will Snell
aDevelopment Media International, London, UK
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Cathryn Wood
aDevelopment Media International, London, UK
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Matthew Lavoie
bDevelopment Media International, Ouagadougou, Burkina Faso
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Laurent Deboise
bDevelopment Media International, Ouagadougou, Burkina Faso
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Roy Head
aDevelopment Media International, London, UK
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  • FIGURE 1.
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    FIGURE 1.

    Theory of Change for the Saturation+ (Saturation, Science, and Stories) Mass Media Campaign in Burkina Faso

    * Rationale articulated in Hornik, 2002.5

    † Sources: Lancet Child Survival Series 2003; Steinglass R, Cherian T, Vandelaer J, Klemm RD, Sequeira J. Development and use of the Lives Saved Tool (LiST): a model to estimate the impact of scaling up proven interventions on maternal, neonatal and child mortality. Int J Epid. 2011;40(2);519-520; Fox MJ, Martorell R, van den Broek N, Walker N. Technical inputs, enhancements and applications of the Lives Saved Tool (LiST). BMC Public Health. 2011;11 Suppl 3; and Lassi ZS, Salam RA, Das JK, Bhutta ZA. Essential interventions for maternal, newborn and child health: background and methodology. Reprod Health. 2014;11 Suppl 1:S1.

  • FIGURE 2.
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    FIGURE 2.

    Weekly Radio Spots Messaging Calendar for the Burkina Faso Campaign, January–August 2013

    Key: BREAST, early and exclusive breastfeeding; CF, complementary feeding; LBW, care of low birth weight infants; MAL, malaria prevention and treatment seeking; MH, maternal health: antenatal care attendance and delivery in a health facility; ORT, treatment seeking for diarrhea and use of oral rehydration solution and increased liquids; PNEUM, seeking treatment for pneumonia symptoms; WASH, water, sanitation, and hygiene.

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    TABLE Lives Saved Model Predictions Used to Weight Messaging When Designing the Burkina Faso Radio Campaign
    Theme of MessagesNo. of Lives Saved According to ModelingaApproximate No. of Months of Broadcasting
    ORT3000+6
    Malaria3000+7
    Breastfeeding2000+5
    WASH2000+4
    Pneumonia1000–15004
    Extra care for low birth weight infants1000–15003
    Complementary feeding500–10003
    Maternal health500–10003
    • Abbreviations: ORT, oral rehydration therapy; WASH, water, sanitation, and hygiene.

    • ↵a Number of lives predicted to be saved if the campaign were implemented at national scale (not in the RCT intervention zones alone). These were the original model predictions at the start of the campaign. Message weightings were altered further during the course of the campaign.

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Global Health: Science and Practice: 3 (4)
Global Health: Science and Practice
Vol. 3, No. 4
December 01, 2015
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The Saturation+ Approach to Behavior Change: Case Study of a Child Survival Radio Campaign in Burkina Faso
Joanna Murray, Pieter Remes, Rita Ilboudo, Mireille Belem, Souleymane Salouka, Will Snell, Cathryn Wood, Matthew Lavoie, Laurent Deboise, Roy Head
Global Health: Science and Practice Dec 2015, 3 (4) 544-556; DOI: 10.9745/GHSP-D-15-00049

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The Saturation+ Approach to Behavior Change: Case Study of a Child Survival Radio Campaign in Burkina Faso
Joanna Murray, Pieter Remes, Rita Ilboudo, Mireille Belem, Souleymane Salouka, Will Snell, Cathryn Wood, Matthew Lavoie, Laurent Deboise, Roy Head
Global Health: Science and Practice Dec 2015, 3 (4) 544-556; DOI: 10.9745/GHSP-D-15-00049
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  • Article
    • Abstract
    • INTRODUCTION
    • THE SATURATION+ APPROACH
    • Saturation Theory
    • IMPLEMENTATION OF THE BURKINA FASO CAMPAIGN
    • LESSONS LEARNED AND RECOMMENDATIONS FOR SCALE-UP
    • LIMITATIONS
    • CONCLUSION
    • Acknowledgments
    • Notes
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  • Are We Using the Right Approach to Change Newborn Care Practices in the Community? Qualitative Evidence From Ethiopia and Northern Nigeria
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  • 'Grandmother, arent you going to sing for us? Current childcare practices and caregivers perceptions of and receptivity to early childhood development activities in rural Burkina Faso
  • Modelling the effect of a mass radio campaign on child mortality using facility utilisation data and the Lives Saved Tool (LiST): findings from a cluster randomised trial in Burkina Faso
  • Cost-effectiveness and economies of scale of a mass radio campaign to promote household life-saving practices in Burkina Faso
  • Behavior Change After 20 Months of a Radio Campaign Addressing Key Lifesaving Family Behaviors for Child Survival: Midline Results From a Cluster Randomized Trial in Rural Burkina Faso
  • Behavior Change Fast and Slow: Changing Multiple Key Behaviors a Long-Term Proposition?
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